Make the Customer the Hero
Invite customers into a story where they win, instead of telling your own story.
- Difficulty
- Easy
- Time to result
- ~weeks to results
- Steps
- 3
- Confidence
- 90%
Miller argues story is the universal language: the brain is always trying to organize events into who the hero is, what problem they face, and how they'll reach a happy ending. When you lay out communication as a story, the listener spends no mental bandwidth decoding it, which feels good, so people follow and buy. The fatal error is making yourself the hero, which reads as narcissism because the customer doesn't get to win. Instead, invite the customer into a story where buying your product lets them win the day.
Origin
This is the messaging core of Miller's StoryBrand framework, illustrated here with political taglines and an at-home-chef comparison to show the difference between telling your story and inviting the customer into theirs.
Core principles
- 01Story is the universal language; the brain constantly organizes events into story structure.
- 02Communicating in story form frees the listener's brain from hard work, which feels pleasant.
- 03People follow leaders and buy from sellers who let them be the hero.
- 04Telling your own story reads as narcissism because the customer doesn't get to win.
- 05Invite the customer into a story where buying your product lets them win the day.
How to run it
- 1
Recognize story as the default
Understand that in any conversation the listener's brain is subconsciously sorting events into hero, problem, and resolution.
- 2
Cast the customer as hero
Frame your message so the customer is the character who gets to win, not you.
Watch out Making yourself the hero reads as narcissism because the customer doesn't get to win.
- 3
Lead with their problem
Open by naming the problem the customer faces, then position your product as what helps them win.
Pro tip Compare the two at-home chefs: the one who names the family's problem before pitching wins more business.
In the wild
Chef one says 'I'm an at-home chef, I come cook at your house.' Chef two says 'You know how families don't eat together or eat healthy anymore? I cook so your family can connect around the table and eat well with no cleanup.'
→ Chef two does far more business because they invited the customer into a story where they play the hero.
Miller notes Hillary Clinton's 'I'm with her' made the story about her, giving voters no destination or stake, whereas a campaign running against a clear villain gives voters a role in the story.
→ Vague, self-centered messaging produced low turnout; clear stories give people a reason to show up.
Common mistakes
Making your brand the hero
When the story is about you winning, the customer doesn't get to win, so they disengage and tune you out.
Vague messaging with no stakes
Taglines that don't tell the customer where they're going or what's in it for them fail to invite anyone into a story.
Is it for you?
Best for
Founders and marketers crafting messaging, pitches, and taglines.
Not ideal for
Contexts where no customer transformation or outcome is at stake.
From the transcript
“Story is the universal language.”
“Chef two invited the customer into a story in which they could play the hero buying their product.”
From the episode
Donald Miller: How To Make Your First Million, 6 Steps To Grow Your Small Business in 2023
Donald Miller