I use the idea of hero a fair amount when I talk about what we do. I don’t use it in an egotistic way, more aspirational really than anything. I think aspiring to be a hero to someone is a good thing.

You can substitute leader if you like, but I love the image of hero because I think it paints a much more vivid illustration of the whole package – struggle, denial, acceptance, achievement, and purpose.

While I think it’s important that you and your business strive to be the hero in somebody’s story, I think it’s equally important that you understand how to position your customer or community as the hero of your story.

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