Most businesses make one big mistake in their communications:

They cast themselves as the hero of the story.

They talk about their awards. Credentials. Logos they’ve worked with. Product features.

All focused on them.

But customers aren’t looking for another hero.

They are focused on their own journey.

That’s been a good reminder recently as I re-read Building a Story Brand 2.0 by Donald Miller.

According to Miller, here’s what works:

Make your customer the hero—and become their guide.

– Think Yoda, not Luke.

– Think Haymitch, not Katniss.

When your business steps aside, your message stops fighting with what’s in your customers’ brains.

And then you have a chance to become part of their heroic story.

Want to connect? Stop being the hero. Start being the guide.