For years I viewed myself as the man in the arena, and our agency has always followed the hero’s journey when telling a good story for a brand. The Hero's Journey is a narrative framework where a hero embarks on an adventure, faces challenges and trials, gains new insights, and ultimately returns transformed to share their newfound wisdom. When we kicked off Tender Greens, we made the classic rookie mistake. Like so many chefs and entrepreneurs, I thought I was the star of the show. People couldn’t stop patting me on the back, and I was more than happy to soak it all in. Felt great, of course. But as the brand grew, I found myself on the other side of the table, playing the client, while agencies helped expand my brand. Now, as an advisor at Cohere, I’ve come full circle. I’ve been the founder, the client, and now the guide. And let me tell you, it’s a humbling reminder that the hero of the story is never us. It’s the client—the ones who walk through your doors, or the founders who trust us to help bring their vision to life.
“I’m reading a book that has helped me flip the narrative of the hero’s journey, making the customer the center of the story; Building a Story Brand.”
—Erik Oberholtzer
In Building a StoryBrand, Donald Miller emphasizes that as brand builders, our role is not to be the center of attention. And when working with a client we must ask ourselves simple but profound questions: Are we making their life better? Are we making their journey easier? Are we helping to push their story forward?
The Client or Customer as the Hero: A Paradigm Shift in Storytelling
As Campbell said, "A hero is someone who has given their life to something bigger than oneself." When a client takes that leap of faith—starting from scratch or trusting you with a rebrand—they’re putting something deeply personal in your hands. It’s an honor, plain and simple. And let’s be honest, it’s painfully obvious when a brand doesn’t feel authentic to its founder. Our job is to make sure what they have inside shows up in a way that feels real and meaningful.
Key Takeaways for Keeping the Customer as the Hero
Elevate the Them in the Story: Our role is not to be the star of the show but to help the customer see themselves using your brand in the clearest light. How is your brand helping them from the smallest daily thing, to a larger goal in their lives?
Stay Purpose-Driven: Joseph Campbell talks about the "call to adventure"—that pivotal moment when the hero steps onto the path that will define their journey. Guide the client on their brand’s own call to adventure, ensuring they stay focused on their purpose and don’t get sidetracked by passing trends. Trends may be exciting, but if they don’t serve the brand’s deeper mission, they’re a distraction.
Wisdom from Storytelling: The Hero’s Journey and the Client’s Brand
In Campbell’s Hero’s Journey, the mentor stays behind the scenes, guiding the hero toward their quest. That’s the essence of branding—being of service. When the hero succeeds, your work shines. Our best work happens when we help clients not just hit a goal, but transform their brand into something deeply resonant.
Actionable Steps to Make Your Customer the Hero -
Understand Who They Are: Get to know their audience like it’s your own. When you know who they’re speaking to, your guidance will hit the mark.
Teach, but Stay Humble: Some clients don’t speak your creative language, and that’s okay. Teach them as you go, but acknowledge when they teach you something, too. No one wants a know-it-all.
Check Your Ego at the Door: The goal isn’t to look clever or make yourself the star. The real win is when the client feels like they’ve made the magic happen.
Validate Their Concerns: Even if their worries seem small, address them sincerely and provide reassurance when needed. No one likes feeling dismissed.
An alternative version of this way of thinking is the book “Know What Matters” by Ron Shaich, founder of Panera. He talks about understanding what job your business is doing for the customer. It might be as simple as providing a ritualistic coffee each morning to feel connected and kick off the day. Staying centered on the role the brand holds in people's daily lives is paramount to success. Donald Miller writes in Building a StoryBrand that any business losing sight of this point will lose the support and affection of customers over time.