Johnny, Don’t be a Hero

Be a sub-hero. And no that’s not just an amazing new sandwich I invented.

Have you ever met someone who’s the hero of every story they tell?

It’s not a good look, is it? Feels a little trite, a bit disingenuous, it just… isn’t all that interesting.

If you want to grab someone’s attention, get them to imagine themselves as the hero.

Smart businesses don’t position themselves, or their product, as the hero. They tell a great story, and reserve the role of hero for their customer.

I’m not saying you’ll then fade into obscurity. You’ll be there, in a supporting role. The sub to their hero. The Alfred to their Batman. Essential, but not the one everyone’s looking at.

Find ways to make your customer feel heroic, solidly and sustainably, and you’ll have their loyalty for a good long time.