Why you need to be a character in your customer's story

Updated: Sep 26, 2019

The way we make sense of the world around us is through stories. Cultural stories. Religious stories. Stories our fathers and mothers have told us. Stories are the way we create meaning and understand who we are and our identities.


Heroes are at the heart of stories and they come in all shapes and sizes. The hero has a thousand faces.



The psychologists tell us we all have a self-written story in our heads. We are the heroes of our own story. A story we tell ourselves, shaped by our upbringing and our imaginations. A story about who we are, why we exist and where we are going. If reality lives up to the story we are happy. If in an area of our lives we are not living in accordance with this story we are unhappy (more on this