Jim JamesFounder, UnNoticed Ventures · Hi, what's on your mind? I'd love to know.

UnNoticed - Hero's are the customers..mp4

8 Jul 2021 · 1 min

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In this brief talk, Jim James argues that the classic "hero's journey" narrative—traditionally used in theater and film—should be applied to business marketing by positioning the customer as the hero. He cites schools, exemplified by his daughter's graduation ceremony, as institutions that effectively make the student (the customer) the central hero, following textbook guidance. He also points to major brands like Google, whose search ads frame the user’s query as the start of an adventure, thereby centering the customer in the story. James urges businesses to emulate these examples, making customers the focal point of their campaigns so that the marketing message carries itself organically.

Chapters

Who does the best job of putting their customers first and making the hero's journey? It's schools. I've just been to my daughter's graduation ceremony, and I can tell you that they do a fabulous job of doing what the textbooks say, and that is to make your hero the customer. The hero's journey is a common narrative in theater, movies, but also it's the best way to generate productive public relations for you and your business. Google does the same thing. The adverts are simply the search box asking you where your search is going to take you. Big brands are putting their customers center stage in their stories. Let's take a cue from those and let's start to do that with our own businesses. Let's find ways to make our customer at the heart of our story, make them into the heroes, and then the campaign carries itself.