In every business conversation, there’s a story being told.
You may not realise it, but every pitch, every meeting, every slide deck is a story about something, and someone.
And here’s the uncomfortable truth: most of us are telling the wrong story.
We put the product at the centre. Or the company. Or ourselves.
But here’s the thing…
Your customer doesn’t want to be your sidekick.
They don’t care about your origin story, your journey, or how clever your solution is.
They’re not looking for a narrator.
They’re looking for a guide.
The Hero Trap
It’s an easy trap to fall into.
Especially when you’ve built something you’re proud of.
We all want people to see our hard work, our ideas, our value.
But when we position ourselves as the hero, the main character in the room, something subtle happens:
The audience checks out.
They stop listening.
Because the story isn’t about them.
What StorySelling Teaches Us
At the heart of StorySelling is a simple idea:
The most powerful stories are the ones where your customer is the hero.
When you tell a story that shows:
- Their problem
- Their frustration
- Their turning point
- Their win
Suddenly, they’re not just listening.
They’re leaning in.
Because now, it’s their journey. Their reflection.
Their potential future.
You’ve flipped the spotlight from you to them, and that’s where real connection begins.
Let Me Show You the Difference
Let’s imagine you’re a leadership consultant.
Here’s the usual pitch:
“We’ve been helping businesses for 15 years. Our process is proven. We’ve worked with over 200 clients. We deliver results.”
Sounds fine, right?
Now compare it to this:
“When the CEO of a logistics company came to us, their leadership team was completely burnt out. They were juggling growth, turnover, and culture issues, all while trying to hit deadlines. Three months later, that same team was aligned, energised, and leading from the front. We simply helped them unlock what was already inside.”
Which one makes you curious?
Which one do you see yourself in?
That’s the power of story, and the magic of making your customer the hero.
Your Job Is to Be the Guide
Think about the best stories you know.
Frodo had Gandalf.
Luke had Yoda.
Katniss had Haymitch.
The hero’s journey is never a solo act.
There’s always someone walking beside them, showing them the way.
That’s your role.
You’re not the main character.
You’re the mentor. The coach. The guide who helps them win.
And that shift in mindset changes everything, from how you pitch, to how you lead, to how you sell.
A Better Question to Ask
So the next time you’re preparing a pitch, a presentation, or a new piece of content, ask yourself:
Who’s the hero of this story?
If the answer is your product, your company, or yourself, it might be time to flip the script.
Because the most inspiring stories in business aren’t about us.
They’re about the people we help.
And when they win, you win.
Want to Go Deeper?
If you’d like to learn more about how to position your customers as the hero of your stories, there are two great ways to get started:
👉 Come along to our free webinar and see Michael in action as he unpacks the power of StorySelling in real time. No fluff, no pressure, just stories that work. The link is in the banner at the top of the website. Click the link to secure your place.
👉 Join us at the StorySelling Workshop — a practical, inspiring session that helps leaders, sales teams, and organisations craft better stories that move people to action.
