Life never does the smooth graph curve we have in our heads.

It’s way more of a zig zagger.

Who’s the hero?

What’s their struggle?

Who will guide them?

Where do I want to get to / feel / look like? (kitten socks) (aspiration)

Vs how they actually look / feel / are right now (the problem or pain point)

How can the hero overcome this?

PS. You’re not the hero… You’re the guide.
Who’s the hero?
What’s their struggle?
Who will guide them?
Where do I want to get to / feel / look like? (kitten socks) (aspiration)

In an earlier post I talked about the Hero’s Journey. It's a powerful and encouraging picture when we stand back and look at our own lives’ struggles, challenges, risks and victories. Life never does a neat line steeply. It’s way more of a zig zagger.

So how is this useful beyond understanding life’s ebbs and flows? Applied to business it’s transformative. I think when I finally grasped this as a designer - it became my game changer. Apply it to your marketing and creative effort - it’ll change how you see every type of post, ad and site you interact with.

If you’re designing anything - it’s not about you. And it most certainly not about your client. It’s understanding who fulfils the following roles:

Who’s the hero?

What’s their struggle?

Who will guide them?

How will you overcome this challenge?

The Hero

Whoever is buying the end product or using your service. Service is the key here - who are you serving?

Struggle

There’s always a struggle - what’s the obstacle this product or service overcomes. What’s the person’s pain point? How does a business show up to take away this pain. No pain - nothing to fix. It doesn’t have to be dramatic or life changing. It can make things that bit more awesome, smoother, all in one place, faster or intuitive.

How the client wants to be seen


How the client currently feels

The Guide

That’s you. That’s you if you’re serving a business. That’s the business or client serving the end customer. You are not the hero. Never. 

But you are powerful and influential as the guide. Also this paradigm applies to leadership. There’s more in the mix than just offering support - but challenge, champion others, protect and go ahead to pioneer - all fit the guide’s role.

If you’re short on time and want to unpick these ideas quicky, two fab resources are How to Write Copy that Sells by Ray Edwards and Storybrand. Massive thank you to @revelatorstudio for introducing me to these. 

Life never does the smooth graph curve we have in our heads.

It’s way more of a zig zagger.

Who’s the hero?

What’s their struggle?

Who will guide them?

Where do I want to get to / feel / look like? (kitten socks) (aspiration)

Vs how they actually look / feel / are right now (the problem or pain point)

How can the hero overcome this?

PS. You’re not the hero… You’re the guide.

In an earlier post I talked about the Hero’s Journey. It's a powerful and encouraging picture when we stand back and look at our own lives’ struggles, challenges, risks and victories. Life never does a neat line steeply. It’s way more of a zig zagger.

So how is this useful beyond understanding life’s ebbs and flows? Applied to business it’s transformative. I think when I finally grasped this as a designer - it became my game changer. Apply it to your marketing and creative effort - it’ll change how you see every type of post, ad and site you interact with.

If you’re designing anything - it’s not about you. And it most certainly not about your client. It’s understanding who fulfils the following roles:

Who’s the hero?

What’s their struggle?

Who will guide them?

How will you overcome this challenge?

The Hero

Whoever is buying the end product or using your service. Service is the key here - who are you serving?

Struggle

There’s always a struggle - what’s the obstacle this product or service overcomes. What’s the person’s pain point? How does a business show up to take away this pain. No pain - nothing to fix. It doesn’t have to be dramatic or life changing. It can make things that bit more awesome, smoother, all in one place, faster or intuitive.

How the client wants to be seen


How the client currently feels

The Guide

That’s you. That’s you if you’re serving a business. That’s the business or client serving the end customer. You are not the hero. Never. 

But you are powerful and influential as the guide. Also this paradigm applies to leadership. There’s more in the mix than just offering support - but challenge, champion others, protect and go ahead to pioneer - all fit the guide’s role.

If you’re short on time and want to unpick these ideas quicky, two fab resources are How to Write Copy that Sells by Ray Edwards and Storybrand. Massive thank you to @revelatorstudio for introducing me to these. 

PS. You’re not the hero… You’re the guide.

If you’re designing anything - it’s not about you. And it’s most certainly not about your client.

Life never does the smooth graph curve we have in our heads.

It’s way more of a zig zagger.

PS. You’re not the hero… You’re the guide.
Who’s the hero?
What’s their struggle?
Who will guide them?
Where do I want to get to / feel / look like? (kitten socks) (aspiration)
Vs how they actually look / feel / are right now (the problem or pain point)
How can the hero overcome this?


Who’s the hero?

What’s their struggle?

Who will guide them?

Where do I want to get to / feel / look like? (kitten socks) (aspiration)

Vs how they actually look / feel / are right now (the problem or pain point)

How can the hero overcome this?

Life never does the smooth graph curve we have in our heads.

It’s way more of a zig zagger.


PS. You’re not the hero… You’re the guide.
Who’s the hero?
What’s their struggle?
Who will guide them?
Where do I want to get to / feel / look like? (kitten socks) (aspiration)
Vs how they actually look / feel / are right now (the problem or pain point)
How can the hero overcome this?

Who’s the hero?

What’s their struggle?

Who will guide them?

Where do I want to get to / feel / look like? (kitten socks) (aspiration)

Vs how they actually look / feel / are right now (the problem or pain point)

How can the hero overcome this?


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PS. You’re not the hero… You’re the guide.

Life never does the smooth graph curve we have in our heads.

It’s way more of a zig zagger.


PS. You’re not the hero… You’re the guide.

PS. You’re not the hero… You’re the guide.

If you’re designing anything - it’s not about you. And it’s most certainly not about your client.


Life never does the smooth graph curve we have in our heads.

It’s way more of a zig zagger.

PS. You’re not the hero… You’re the guide.


PS. You’re not the hero… You’re the guide.
Who’s the hero?
What’s their struggle?
Who will guide them?
Where do I want to get to / feel / look like? (kitten socks) (aspiration)
Vs how they actually look / feel / are right now (the problem or pain point)
How can the hero overcome this?

PS. You’re not the hero… You’re the guide.

PS. You’re not the hero… You’re the guide.

If you’re designing anything - it’s not about you. And it’s most certainly not about your client.

No items found.

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