Your Customers Are Looking for a Guide, Not a Hero

In his book Building a StoryBrand, Donald Miller challenges a common tendency among businesses and sales professionals: positioning themselves as the star of the story. Instead, he argues that customers are looking for a trusted advisor who can help them achieve their goals. The focus should remain on the customer's journey and the challenges they are trying to overcome—not on the company itself.

At the heart of the StoryBrand framework is a simple concept:

The Customer is the Hero
The Company is the Guide

Miller explains that effective guides consistently demonstrate two important qualities: empathy and authority. They understand the hero's challenges while also possessing the knowledge and experience needed to help solve them. This framework offers valuable insight into how we can better serve customers and strengthen our own roles as trusted advisors.

READ MORE