Every powerful narrative has a guide figure, a mentor, that helps the hero along his or her journey.

Luke Skywalker had Obi-wan. Frodo had Gandalf. Harry Potter had Dumbledore. The Karate Kid had Mr. Miyagi. Pinocchio had Jiminy Cricket. And the students in Dead Poet’s Society had Professor John Keating.

All of these represent guide figures in the lives of the heroes. The wise old man that holds wisdom. Wisdom that understands the hero’s fear and plight. Wisdom that gives them a plan, or helps them find the plan inside themselves, and then motivates them, calls them to action and sends the hero on their journey. It’s an essential part of every story and narrative arc.

You, as a business, as a brand, are the wise old man to your customers and clients. You have the power to be the guide, the mentor, the figure there to support the hero on their journey to success.

Next week we’ll discover more about the power of storytelling and implement some practical tips that can help you be a better guide for your customers. Have a great weekend. I’ll see you on Monday.