Hello

We a programmed

to ignore

almost everything

And notice

the interesting

the unexpected

the important

Unfortunately,

our world is full of boring CLUTTER

So let’s create something MEANINGFUL

that’s

interesting,

unexpected,

and important

THE BUSINESS OF BEING A HERO

what is a hero?

HERO:

“a person of distinguished courage or ability, admired for his or her BRAVE deeds and NOBLE qualities”

BRAVE = COURAGE

“the quality of mind or spirit that enables a person to face difficulty, danger, pain, etc…”

NOBLE:

“of an exalted moral or mental character or excellence”

“Synonyms: lofty, elevated, high-minded, principled; magnanimous; honorable, estimable, worthy, meritorious.”

HERO:

1. (courageous) the desire to overcome obstacles

2. (noble) for worthy, grand, morally just and sometimes altruistic reasons

JOSEPH CAMPBELL

Fairy Tales (personal)

“the youngest or despised child who becomes the master of extraordinary

powers—prevails over his or her personal

oppressors”

Myths (world historical)

“he or she brings back from his or her adventure

the means for the regeneration of society as

a whole”

In short….

Heroes go on quests for:

- personal improvement - to make the world a better place

Ok….

So what does this have to do with BUSINESS?

What do you want to SELL?

What do you want people to BUY INTO?

What is the BETTER LIFE you are trying to CO-CREATE?

CALLING PEOPLE TO A HIGHER PURPOSE!

• Do you want to help people improve themselves?

• Do you want to help people improve the world?

That’s EMPOWERMENT marketing!

EMPOWERMENT marketing

• It’s when brands and businesses help people see themselves as the emerging heroes

• Everything you need is already inside; we can help you on your journey to improve your potential

EXAMPLES• Nike Greatness is in you• http://www.youtube.com/watch?feature=player_embedded&v=LsXRj89cWa0• http://www.youtube.com/watch?v=840bxoTK7pI• http://www.youtube.com/watch?v=ux6PnAp483Q• http://www.youtube.com/watch?v=0uNUp9L6qVQ• http://www.youtube.com/watch?v=0vKsEtpKwOA• http://www.ramtrucks.com/en/keepplowing/

• Apple 1984 = creative nonconformists rule• http://www.youtube.com/watch?v=HhsWzJo2sN4

• Yes We Can = working hard together we can solve our problems• http://www.youtube.com/watch?feature=player_embedded&v=jjXyqcx-mYY

It’s not INADEQUACY marketing

• The dark side • Makes people feel inadequate and incomplete

without the brand• Brand = hero that saves the day• We all know it’s not true• It’s just businesses trying to sell us CLUTTER!

The dark side

• Axe = to get girls you need Axe• http://www.youtube.com/watch?v=WRnBHHcdHJQ

• BK = people will freak out if the Whopper disappears

• http://www.youtube.com/watch?v=aa8fHfo4uEI

• etc

So….

You may think that there are 2 heroes!

• You are a hero because you created this heroic business

• Your audience are heroes become they are improving themselves and/or the world by participating into your business

But really, from peoples’ perspectives THEY ARE THE HEROES and you, as a brand and business, are really

a MENTOR

You are a MENTOR on the hero’s journey

• Mentor = Greek menos = purpose, force• INSPIRE: Make change irresistible but not

mandatory• GIFT: Your gift makes the hero’s unlikely

success seem possible

So now that you know you are actually a MENTOR, what is your GIFT to the HEROES that will make their QUEST and your SHARED CAUSE succeed?

To conclude…

YOU are a MENTOR

PEOPLE are HEROES

You INSPIRE them by awakening a need they already have in them

And by providing them a GIFT to help them complete their journeys

And remember…

Is your story all about how great your brand or business is?

Or is it about how GREAT PEOPLE CAN BE?