What I notice, in short, is the mistake businesses make too often. Most people develop products and services as if they are the hero. If this were Star Wars, they want to be Luke Skywalker saving the world. Service providers should not strive to be the hero. We are not the Luke Skywalker of our clients’ story. We are the mentor (Obi-Wan Kenobi) and our job is make sure our client is the hero (Luke Skywalker).
The type of critical reframing that’s essential to the way we communicate is depicted in this short award-winning film from the Cannes Film Festival. You’ll see how a small change in language can attract people and dramatically create results. Pay close attention, the subtitles flash quickly.