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  • Writer's pictureJason Leon

There’s a New Hero in Town

The time has come to rethink traditional brand storytelling. In 2023 and beyond, customers will become the “hero" of the most compelling brand stories. Now an active participant, instead of a passive observer, the “Customer Hero" will actively co-create the brand story and be given ways to interact with the company to elevate their experience. Businesses that do this best will win the hearts, minds and dollars of the customers they serve.



Just like in our favorite movies, the hero is the star of the story — fueled by a commitment to achieve a specific objective. The deep determination to achieve a goal propels the hero’s journey. The hero’s journey is the same in business marketing as it is in storytelling.


Traditionally, the organization is the hero of its own story because conventional thinking positions the company as the innovator providing products and services to meet customer needs. But this is changing. To remain competitive, companies must develop new ways of engaging customers. This begins by identifying them as the hero. Your company story must become their story.


Don’t worry, you don’t have to be an Academy Award-winning screenplay writer to make this shift. The Customer Hero Journey can begin with these three steps:


Step 1: The Search


The Customer Hero has a specific pain point they are trying to solve. They have embarked on a journey and are seeking your company as the solution. It’s not good enough to simply offer a product or service that solves this pain point; it’s imperative to empathize with their challenge. Meet them where they are, listen to them, and allow their experience to shape the brand story and overall customer experience. Be of service and tailor every touchpoint of the customer journey to speak to them directly.


Step 2: The Discovery


The journey doesn’t end with discovering that your company’s product or service is the solution. Think of your company as a guide — equipping the hero with the tools, education, and resources they need to succeed on an ongoing basis.


Step 3: The Return


The hero always returns to their community to share their new insights, experiences, and discoveries. Not only have you solved their problem and created a great customer experience — you’ve struck marketing gold by turning a loyal customer into a heroic brand champion.


Begin making the customer the hero of your company’s story. We promise you won’t hate the ending.



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