Table of Content
Everyone lives as the main character of their own story. Remember this as you set out to build an audience. You are not the hero—your customer is.
Your role is to guide them on their journey.
The Hero’s Journey is a story as old as time. It’s the ultimate saga of human trial and triumph. Any time we find ourselves wanting, striving, succeeding, or failing, we’re following in the footsteps of our favorite heroes: Hercules, Joan of Arc, Luke Skywalker, Usain Bolt, and Queen Elsa.
Many companies use the Hero’s Journey to connect with potential customers. One of the best modern examples is Nike, the brand that promises to “Bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete.)” Nike supports athletes with equipment, clothing, and inspiration to do what they do best. They make their customers the hero—those of us who strive to be like Serena Williams or Michael Jordan.
But not everyone sees themselves as a hero. Some people want to be rebels. Others want to be adventurers. Again, brands play the role of the guide: Harley Davidson and Vans help their customers feel like outlaws. Patagonia and Red Bull fuel our epic journeys.
Traditional marketing logic says to put your brand at the center of the story:
“Recommended by nine out of ten dentists.”
“Choosy moms choose Jif.”
“The World’s Cheapest Car.”
But today’s best brands teach us a different lesson: Make your customer the hero, rebel, or adventurer of their own story. Your job is to guide them along the way.