Every story, movie or book, has a formula for the audience that catches their attention, keeps them engaged and invested until the end. This formula is called the Hero’s Journey.

Here’s a breakdown:

• The main character is introduced aka “The Hero”

• The Hero meets a problem that they cannot solve and needs help.

• The Hero then meets a Guide that gives the Hero a plan to overcome the problem and pursue victory.

I like to use Lion King as an example: Simba lost his father, Mufasa, to Scar, and now Scar wants to take Simba’s seat to control the Pride Land. Simba is scared and runs off, and later runs into Timon and Pumba, Rafiki, and they give him the courage to return to the Pride to confront Scar and win back the Pride Land.

Entrepreneurs, you are not the Hero…you are the Guide. Our role as entrepreneurs is to provide solutions to our customers with problems. Our customer is the Hero. Next time you introduce yourself and your business, ensure you know the actual PROBLEM your business solves. This will build a trusting connection for our heroes because they know we are more focused on their struggles than on what our business can do.

This is the first step to becoming an Empathetic Leader, by putting your Customer’s problem ahead of your business. We are not the Heroes, we are the Guide.