The hero is you.

You are not the hero of your brand story. The customer is.

They want to win, solve their problems, and transform. You’re just the guide. The mentor. The one who hands them the map and says: “Let’s go.”

When you center the story on your customer’s desires, str...

Morality matters. People tend to like the good guys and dislike the bad guys.

In a new study, researchers suggest that we don't need to see behavior to make a distinction between the hero and the villain.

The concept of a hero is spellbinding, and this archetype has been in the human psyche since time immemorial, whether through verbal stories, or the earliest written epics.

The lifecycle of a hero is to overcome several obstacles to survive or to achieve specific goals. He...