🚀 Welcome to One of the Greatest Mindset Shifts in Business

Most entrepreneurs — even the smart ones — screw this up royally.

They step onto the business battlefield armed with a rusty sword and a “Look at me!” attitude, thinking they’re the star of the show.

Bad news:
You’re not Luke Skywalker. You’re Obi-Wan.

You are NOT the hero.
You are the guide.

This isn’t just a cute marketing theory.
It’s one of the most critical shifts you’ll ever make if you want to actually get clients, build a brand people trust, and stop selling like a desperate infomercial host at 2am.

And full credit where it’s due:
Donald Miller broke this wide open in his book Building a StoryBrand — a must-read for anyone serious about mastering marketing psychology.
(What you’re about to read takes those ideas, puts them through the UNSTOPPABLE blender, and cranks the volume to 11.)

🎬 Why You MUST Stop Playing the Hero (or Stay Broke)

Imagine you’re drowning.
You’re flailing. Gasping for air. You spot two people running toward you:

• One guy is standing on the beach flexing and yelling about how shredded he is.

• The other one is calmly tossing you a life preserver with a steady hand.

Who do you swim toward?

Exactly.

Your customer is the one drowning.
You’re the one with the life preserver.

If you make yourself the hero, you’re just another dude flexing on the beach.
If you position yourself as the guide, you become the only person they trust to save them.

🎹 The Piano, The Cheese, and Your Marketing Strategy

Trying to be the hero in your marketing is like pushing a grand piano up a flight of stairs made of half-eaten wheels of cheese.

Could you theoretically get the piano up there?

Maybe.

But you’re going to slip, bust your teeth, and smell like Swiss regrets for the rest of your life.

When you focus on being the guide instead, you’re building a steel escalator straight to the top.
Same goal (help the customer win), 100x easier path.

The guide’s role isn’t heavy, complicated, or cheesy.
It’s clean, clear, and magnetic.

🛡️ The HERO → GUIDE Transformation Checklist

✅ You talk about their struggle more than your success.
Your marketing highlights the dragon they’re fighting — not how many dragons you’ve already slayed.

✅ You share authority without making it about you.
Credentials are fine. Case studies are fine. But it always circles back to how you can help them.

✅ You position your product as a tool — not the destination.
You’re selling a bridge, not the sunset. Your product gets them where they want to go.

✅ You offer a clear, simple path forward.
Heroes are overwhelmed. Guides bring calm. Make the next step stupidly obvious and stress-free.

✅ You encourage, empathize, and empower — without stealing the spotlight.
“Look how amazing YOU’RE going to feel when this is done” > “Look how smart I am for building this.”

✅ You ditch cleverness for clarity.
No riddles. No buzzwords. If an 8th grader wouldn’t immediately understand your message, rewrite it.

✅ You keep your customer’s transformation front and center.
Every post, ad, video, email should answer one silent question:
“How does this make my customer the hero of their own story?”

🧠 Final Thought:

You can either be impressive, or you can be effective.
Pick one.

The world is littered with brilliant, talented entrepreneurs who stayed broke because they thought they were the main character.

If you flip the script and focus ruthlessly on your customer’s journey,
you’ll never struggle for attention, leads, or sales again.

Heroes are everywhere.
Guides are rare.

That’s why guides get paid the big bucks.

Download the FREE 🛡️ HERO → GUIDE Transformation Checklist here: https://loom.ly/1xdtcNE