Are you a Yoda?

With credit to author Donald Miller, there is an important brand messaging principle that especially in the B2B world is often overlooked. Take a look at the messaging on the home page of many B2B brands. Who is the hero of the story? Most often, it is the company, not the customer. Great brands make their customers the hero, and are happy to play Yoda to the customer's Luke Skywalker. Building their brand position as an empathetic and experienced guide customers can trust to help them overcome their problems. It's a very effective lens I love to use when building a brand position, crafting target audience messaging, and even writing snippets of marketing copy.