Don't be a hero. Be a guide.
We all know the classic story of the hero’s journey: the protagonist answers a call, sets off on an adventure, overcomes challenges, and returns home transformed. As entrepreneurs, it’s a storyline we recognize all too well.
Each of us has had that moment when we realized something could be done differently. We set out with determination, faced steep learning curves, and put in countless hours building expertise. After all that effort, it’s tempting to position ourselves as the hero in our marketing—the one who saves clients from their struggles.
But here’s the problem: when we present ourselves as the hero, our clients are automatically cast as the ones who need rescuing. Traditional marketing leans into this dynamic—filling sales copy with fear, inadequacy, and scarcity. It may grab attention, but it sets up the wrong foundation for relationships.
The client buys out of fear or impulse instead of clarity.
The entrepreneur overpromises and risks disappointing.
Both sides lose.
A Better Approach: Be the Guide
Instead of trying to be the hero, position your client as the hero of their own journey—and step into the role of guide.
Here’s how:
Show empathy and experience. Let clients know you’ve been where they are and understand the terrain.
Offer a map. Provide clear direction, frameworks, and steps they can follow.
Equip them. Give them the right tools, strategies, and support to move forward with confidence.
Set boundaries. Define the role you’ll play so expectations stay realistic and healthy.
When you frame yourself as a guide, you shift the dynamic:
Clients feel empowered and capable—not dependent or inadequate.
Collaboration feels natural, built on trust and mutual respect.
Your value becomes clear because you’re helping them succeed on their terms.
The “hero” marketing trope has been overplayed. If you want stronger client relationships and long-term success, it’s time to let your clients be the heroes—and focus on being the best guide they could ask for.
Onwards & Upwards,