Make the Customer the Hero
Messages centered on yourself typically fall flat. Customers seek to feel understood and guided, not to hear about your features.
If your message centers you, it usually lands flat.
Customers want to feel understood and guided.
Headspace doesn’t lead with features.
It leads with the outcome people want, and it behaves like a guide.
A clean case study is Nike Run Club.
Nike could talk about shoes all day.
Instead it leads with you.
Your miles.
Your streak.
Your progress.
The product supports the hero’s journey.
Simple idea coined from: Building a StoryBrand by Donald Miller (2017).