Flip the plot by making customers the true heroes of every tale

For decades, businesses have been the stars of their own ads—chanting features, touting stats, and centering their logos. But customers don’t wake up asking, “What’s in it for the brand?” They crave stories that echo their own ambitions. That’s the Robin to Batman effect: you, the brand, become the sidekick while your customer soars as hero.

Start by discarding any storyline that sizes up features first. Instead, spotlight a single customer whose life improved because of your help. Maybe it’s a small-town café owner who, after adopting your POS system, finally closed on time and enjoyed Thursday date nights again. Identify the conflict—the endless till jams or misspelled orders—and stage your brand as the trusty sidekick with the magic wand that fixed it.

Finally, craft a headline that names your hero: “How Maria served 50% more guests and gained two hours back every evening.” When the audience sees themselves in her triumph, the story turns from a brand boast into an invitation: you could be next.

When you cast your customers as heroes, every story gains instant authenticity. Rewrite your synopses to focus on real people’s wins. Dive into their struggles and show how you stood by their side. Then headline each tale with their name and victory. By sharing their journey, you ignite hope: if they can do it, so can anyone who joins your story.