There’s a hero to every story. As an entrepreneur, I’ve sometimes (ok often) been tempted, naively, to think that hero was me. But when it comes to my business, I am not the hero. The customer is.
So it turns out, for a very long time, I have been asking myself the wrong question: how do I win customers? That would make me the hero of the story. But the customer, rightfully so, doesn’t care about me.
The right question, therefore, is how do I help my customers win?
By understanding what my customers need, and giving it to them, I help them win. I am a supporting actor in the story. And if I do it right, I go along for the ride and my business prospers.
If you’re an entrepreneur, I suggest reading the book Building a Story Brand by Donald Miller.