In B2B, nobody cares about your brand story – so help them write theirs instead

Pantalaimon, R2-D2, Garth Elgar, Luna Lovegood, Rupert Giles. Occasionally the coolest and a lot of character that is belovedn’t the hero. They’re the one who helps. Who enables the hero to win the day. And – crucially – who represents the audience in the whole tale.

(really; have you ever before noticed the way the of Star that is whole informed from Artoo and Threepio’s perspective?)

That’s crucial, because I’m maybe not stating that simply because it is perhaps not your story, there’s no story. Or that you need ton’t inform it. And I’m most certainly not saying there’s no range about it: how often does a character who’s not the hero end up stealing the show?).( for you to look good in the process (think**)
In B2B, nobody cares about your brand story – so help them write theirs instead

But we will – respectfully – say this:

In B2B technology, your brand just isn’t, and not is going to be, Luke Skywalker. You’re perhaps not Beowulf, nor Harry Potter, nor Bilbo Baggins. And sorry, but you’re not really Tony Stark (but great your tech might be). If you’re on a mission to change the global globe, no body truly cares.

In B2B, nobody cares about your brand story – so help them write theirs instead

And that is OK. Since your customer’s tale features a lot of crucial (and honestly more exciting) roles for you yourself to play: