Business is about service. Good businesses exist to serve people well in the course of their lives, lifting them up to do their best and often boosting their livelihood. Instead of assuming that you are the hero, rescuing customers from a lesser existence, what if you cast your customer as the hero in your story? What if “saving the day” or “getting the treasure” wasn’t about you landing their business, but about them achieving what they want out of life? In sharing their own stories, companies forget that their products are not the real heroes. The customer is the hero. (One exception: when
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