Our customers are not looking for another hero, they are looking for a guide. Every human being is on a transformational journey. In stories events mark the beginning and end of our story. If you look in these stories you will meet the guide. Every hero is looking for a guide. Guides offer encouragement and tools that help us overcome a challenge. Every morning our customers wake up in the center of their own hero story. They are fighting internal, external, and philosophical problems. And they know they can’t solve them on their own. Do not position yourself as the hero, present yourself as the guide.. Learn after Tidal. Presented themselves as the hero of saving music and getting artists more money but other artists aren’t buying each other’s music, it’s the customer who needs to feel responsible.. Customer is the hero, brand is the guide.. The story is not about us. Stop losing sleep over your companies success. Start losing sleep over the success of your customers. The hero is never the strongest character. Usually full of self douct. Guide has been there and done that and can play the role of focusing on the hero and taking the most power.. People are looking for a guide to help them, not another hero.. People are looking for a guide to help them, not another hero.. Leaders who think the story of life is all about them get remembered as villains. The two characteristics of a guide