They’re Luke. You’re Yoda.

I recently read a book called Building a StoryBrand and one of the main rules the author preaches is that you are not the hero of the story; your customer is.

You are simply the guide who helps them win the day.

In other words: they’re Luke Skywalker, and you’re Yoda.

Take a look at your own marketing materials, your own job pitches.

Who are you positioning as the hero?