Let’s be honest — for most of us in business, our first instinct is to make ourselves the hero of the story. We talk about what we built, what we sell, what we know. It’s natural. After all, we’re proud of what we do.
But here’s the truth: you’re not the hero. Your customer is.
This is one of the biggest mindset shifts I’ve ever had to make as a storyteller — and it completely changed how I approach everything from marketing campaigns to interviews.
Think of it like the classic hero’s journey. The hero (your customer, your grower, your dealer) faces a challenge. They want something — higher yields, more efficient operations, better seed quality — but something stands in their way. Then, they meet a guide. That’s you. You bring the tools, the insight, the experience that helps them overcome the obstacle and succeed.
It’s a subtle but powerful flip. Instead of saying, “We deliver the best new genetics,” say, “Growers can unlock new profit potential with our genetics for Canadian conditions.”
See the difference? One is about you. The other is about them.
Start your story with their challenge or aspiration. Every hero begins with a problem to solve or a dream to chase. Lead with what matters to them, not what you sell. Reflect their world — not yours. Use their language, their visuals, their environment. Celebrate their wins, not your company milestones.
When you tell stories of transformation — from risk to reward, from uncertainty to confidence — you don’t just sell a product, you build a connection.
And here’s the best part: every great hero’s journey ends with an open door to the next adventure. That’s your call to action. Don’t just tell them what you offer — invite them to take the next step in their story.
“Read how <insert new variety here> could fit your acres.” “Let’s write your success story.”
That’s what great storytelling does — it doesn’t make your audience a spectator. It makes them the hero.
And when you start seeing your story through their eyes, everything changes.
