You Need a Hero

Take an honest minute and read the last thing you wrote...

Anything... email, brochure or newsletter, pitch or appeal, ask or proposal or report - and ask yourself: Who's the hero here?

It needs a hero to make it worth reading, remembering, and motivate action.

If the hero is anyone other than your customer, users, stakeholders or supporters - you've got a heroism problem.

If you or your organization is the hero, you’ve got a BIG ego problem.

If there’s no hero, and you're okay with that, get ready to be ignored.