• Home
  • About
    • FAQs
    • Get Alerts
    • Get Involved
    • Membership
  • Blog
  • Events
  • Job Bank
  • Contact

Active Roster

Media

Sponsors

Title search: ✖

Show All (51)
Blog (48)
News (2)
Preparing for the Next Normal
It's More Than Engagement: CX Leadership Is Earned--Part-4-of-How-Marketing-Creates-Great-Customer-Experience
The Shift to Social Selling
It's More Than The Deal: It's About Trust - Part 3 of How Marketing Creates Great Customer Experience
Is the Value of Your Marketing Both Transactional & Longitudinal? - Part 2 of How Marketing Creates Great Customer Experience
How Marketing Creates Great Customer Experience: Part 1 - It is More than Marketing As Usual
Using Sound to Rise Above the Noise: How Dell, Siemens, IBM, and ACVB are Using Sound and Music to Reinforce Brand Identity
Ditch the Newspaper Approach to Content Marketing, Try the Blockbuster Philosophy Instead
6 Strategies To Revitalize Your B2B Email Marketing
Fundamentals of Data: What CMOs Need to Know to Succeed in a Digital Age
Applying Tech Innovations To Enhance Customer Satisfaction -- Part 3 of Personalizing Your Relationships With Your Customers
Meet Your New MOM (Marketing Operating Model)
Leveraging Content Marketing To Engage Customers - Part 2 of Personalizing Your Relationships With Your Customers
Six Ways Marketers Are Beating Disruptions With Technology
Personalizing Your Relationship With Your Customers, Part 1 - Leveraging Your Big Data Analytics
Marketing That Matters
Are You Considered A Progressive Leader Within Your Organization?
How Virtual Reality Will Change B2B Marketing
Who’s The Real Hero? You Or Your Customer?
Who's Ready To Lead Change In Marketing?
Millennials As B2B Buyers
Conducting A Marcom Audit: See Yourself As You Are - Part 2 of 2 Get Under the Hood and Tune Up Your Brand
What Will Determine Your Company's Ability To Execute Strategy In 2017?
Get Under the Hood and Tune Up Your Brand - Part 1 of 2
UX - What Makes A Great B2B Website? Part 4 of 4
Opportunities are Knocking: Key Tips to Ensure PPC Strategy Success - Finding Critical Gaps in Your Paid Search Part 2 of 2
How do you know your products are successful? Measure what matters.
Finding The Critical Gaps In Your Paid Search Advertising Strategy Part 1 of 2
Content: The Real SEO - What Makes A Great B2B Website? Part 3 of 4
News: SoCal BMA Unveils New Look and UX to Career Center
Brand: The Visual Story - What Makes A Great B2B Website? Part 2 of 4
The 3 Pitfalls of Production Positioning
What Makes A Great B2B Website? Part 1 of 4
5 Best Places to Research Marketing Automation Solutions for SMBs
Competitive Intelligence 3: It's not just about understanding your competitors, it’s about deriving actionable insights
RECAP: ''Refresh'' Summer Mixer Series
Competitive Intelligence 2: Your mission should you accept it Mr. Hunt is to...
Segmentation: An offline marketing concept emerging naturally in an online marketing world
Competitive Intelligence 1: Do you need James Bond?
BMA SmartBrief - Daily News for B2B Marketers - Subscribe
The role market dynamics play in developing your brand strategy
10 Reasons to Implement a Marketing Asset Management Solution
Creating Purpose-Drivent Brands
Relevance Is The New Black
Data Use in Branding
Developing a Conversation Marketing Strategy
Marketers Must Become Proactive Stewards of their Company Assets
5 Tips for Surviving and Thriving in this New Marketing Era
End-to-End Marketing Part 3: Creative examples, good and bad
End-to-End Marketing Part 2: Marrying creativity with technology
End-to-End Marketing Part 1: The death of creativity?

SCBMA-Logo-Palm_2015-1215.png

CEOs  •  CMOs  •  VPs and Directors  •  Managers  •  Young Professionals    ANA_site_logo.png

Who's The Real Hero? You Or Your Customer?

Ken Rutsky, President & Principal Consultant, KJR Associates, and author of Launching to Leading

SoCal BMA - Suited Hero


In The Lego Movie, our hero Emmet lives in a world where "Everything is Awesome", until one morning when he is shocked into a new world where "Lord Business" threatens the very existence he knows and loves so much.  After suffering a crisis dangerous to his very way of life, Emmet comes back from near-death to capture the pièce de résistance -- defeat Lord Business and return to make his world even more Awesome than it was at the start.

Emmet's story follows the classic form of The Hero's Journey, an archetypal story pattern first identified by Joseph Campbell in his 1949 classic work, The Hero With 10,000 Faces. One of the reasons The Lego Movie was such a hit is that this story type resonates deep within our psyches -- moving us emotionally, psychologically, and intellectually.

What does this possibly have to do with B2B marketing?

It ends up that as B2B marketers you can tap into the same effect, by telling your customers' Hero's Journeys.  By making your solution the pièce de résistance, you can arm your customers with the magic they need to defeat their market enemies, helping transform their own companies and worlds into even more awesome ones. To achieve this you need to tell their story -- not yours!

Start with their world, and help transform it into a better place, keeping in mind that your magical product or solution is a supporting character -- not the main one.  When you do this, EVERYTHING IS AWESOME!

I welcome your comments.

Photo - Ken Rutsky - KJR Associates

Ken Rutsky, author of Launching to Leading
President and Principal Consultant
KJR Associates

 

Events Calendar


Share: https://www.socalbma.org/blog/Blog59/Who-s-The-Real-Hero-You-Or-Your-Customer

Tweet

Share Category "Blog":
https://www.socalbma.org/blog/BlogCategory3/Blog