Customer Hero Quotes

Now, come over here so I can pat you down." "But you don't have-" Percy stopped. "Uh, sure." He stood next to the armless statue. Terminus conducted a rigorous mental pat down. "You seem to be clean," Terminus decided. "Do you have anything to declare?" "Yes," Percy said. "I declare that this is stupid.

Will they cower?' Kym asked. 'Tons of cowering! Plus your name in the summer programme. A custom-designed banner. A cabin at Camp Half-Blood. Two shrines. I'll even throw in a Kymopoleia action figure.' 'No!' Polybotes wailed. 'Not merchandising rights!

Emilio appeared with wine before Cal could say anything, and Min beamed at him, grateful for the rescue. "Emilio, my darling. I forgot to mention cake boxes. Two hundred cake boxes." "Already on it," Emilio said. "Nonna said you'd need them. She said to get four-inch-square boxes for three-inch-square cakes." "I'm getting the boxes," Min said, nodding. "Sure. Great. Fine. Your grandmother is an angel and you are my hero. And of course, a genius with food." "And you are my favorite customer." Emilio kissed her cheek and disappeared back into the kitchen. "I love him," she told Cal. "I noticed," Cal said. "Been seeing him behind my back, have you?" "Yes," Min said. "We've been having conversations about cake." "Whoa," Cal said. "For you, that's talking dirty.

Whoever had coined the phrase, ‘the customer is always right,’ had clearly never worked in retail or customer service. And if they had, well, then they’d need to be hauled out into the street and beaten to death with plastic spoons.

Building positive customer experiences will help create passionate customers who will spread your message on their behalf - almost like an evangelist.

The pen didn’t look like much, just a regular cheap ballpoint, but when Percy uncapped it, it grew into a glowing bronze sword. The blade balanced perfectly. The leather grip fit his hand like it had been custom designed for him. Etched along the guard was an Ancient Greek word Percy somehow understood: Anaklusmos—Riptide. He’d woken up with this sword

I recognized the handwriting, and my heart gave a skip; when I opened it I got a turn, for it began, 'To my beloved Hector,' and I thought, by God she's cheating on me, and has sent me the wrong letter by mistake. But in the second line was a reference to Achilles, and another to Ajax, so I understood she was just addressing me in terms which she accounted fitting for a martial paladin; she knew no better. It was a common custom at that time, in the more romantic females, to see their soldier husbands and sweethearts as Greek heroes, instead of the whore-mongering, drunken clowns most of them were. However, the Greek heroes were probably no better, so it was not far off the mark.

They – psychopath and part psychopath – do well in the more unscrupulous types of sales work, because they take such delight in ‘putting it over on them’, getting away with it – and have so little conscience about defrauding their customers.” Our society is fast becoming more materialistic, and success at any cost is the credo of many businessmen. The typical psychopath thrives in this kind of environment and is seen as a business “hero”.

Jobs and Clow agreed that Apple was one of the great brands of the world, probably in the top five based on emotional appeal, but they needed to remind folks what was distinctive about it. So they wanted a brand image campaign, not a set of advertisements featuring products. It was designed to celebrate not what the computers could do, but what creative people could do with the computers. " This wasn't about processor speed or memory," Jobs recalled. " It was about creativity." It was directed not only at potential customers, but also at Apple's own employees: " We at Apple had forgotten who we were. One way to remember who you are is to remember who your heroes are. That was the genesis of that campaign.

He had ambitions on my behalf and more or less at my expense. This is the custom among men who have failed to be heroes; their sons must prove that the seed was not impoverished.

This is the custom among men who have failed to be heroes; their sons must prove that the seed was not impoverished

I was involuntarily struck by the aptitude which the Russian displays for accommodating himself to the customs of the people in whose midst he happens to be living. I know not whether this mental quality is deserving of censure or commendation, but it proves the incredible pliancy of his mind and the presence of that clear common sense which pardons evil wherever it sees that evil is inevitable or impossible of annihilation.

We live in a vengeful time. You didn't get the orange chicken you ordered or the sticky rice? And now you're already home? Meaning you'd have to drive all the way back to get the orange chicken and sticky rice you ordered? Injustice! And thus avenge. Avenge the proprietor's crimes! This [is] our contemporary version of balance, of speaking truth to power. Avenge the proprietor on thy customer-review site! Right the imbalance!

It is the custom on the stage: in all good, murderous melodramas: to present the tragic and the comic scenes, in as regular alternation, as the layers of red and white in a side of streaky, well-cured bacon. The hero sinks upon his straw bed, weighed down by fetters and misfortunes; and, in the next scene, his faithful but unconscious squire regales the audience with a comic song. We behold, with throbbing bosoms, the heroine in the grasp of a proud and ruthless baron: her virtue and her life alike in danger; drawing forth a dagger to preserve the one at the cost of the other; and, just as our expectations are wrought up to the highest pitch, a whistle is heard: and we are straightway transported to the great hall of the castle: where a grey-headed seneschal sings a funny chorus with a funnier body of vassals, who are free of all sorts of places from church vaults to palaces, and roam about in company, carolling perpetually. Such changes appear absurd; but they are not so unnatural as they would seem at first sight. The transitions in real life from well-spread boards to death-beds, and from mourning weeds to holiday garments, are not a whit less startling; only, there, we are busy actors, instead of passive lookers-on; which makes a vast difference. The actors in the mimic life of the theatre, are blind to violent transitions and abrupt impulses of passion or feeling, which, presented before the eyes of mere spectators, are at once condemned as outrageous and preposterous.

The berth belongs to you too. It will always be there when—if you want to come back.” Inej could not speak. Her heart felt too full, a dry creek bed ill-prepared for such rain. “I don’t know what to say.” His bare hand flexed on the crow’s head of his cane. The sight was so strange Inej had trouble tearing her eyes from it. “Say you’ll return.” “I’m not done with Ketterdam.” She hadn’t known she meant it until she said the words. Kaz cast her a swift glance. “I thought you wanted to hunt slavers.” “I do. And I want your help.” Inej licked her lips, tasted the ocean on them. Her life had been a series of impossible moments, so why not ask for something impossible now? “It’s not just the slavers. It’s the procurers, the customers, the Barrel bosses, the politicians. It’s everyone who turns a blind eye to suffering when there’s money to be made.” “I’m a Barrel boss.” “You would never sell someone, Kaz. You know better than anyone that you’re not just one more boss scraping for the best margin.” “The bosses, the customers, the politicians,” he mused. “That could be half the people in Ketterdam—and you want to fight them all.” “Why not?” Inej asked. “One the seas and in the city. One by one.” “Brick by brick,” he said. Then he gave a single shake of his head, as if shrugging off the notion. “I wasn’t made to be a hero, Wraith. You should have learned that by now. You want me to be a better man, a good man. I—“ “This city doesn’t need a good man. It needs you.” “Inej—“ “How many times have you told me you’re a monster? So be a monster. Be the thing they all fear when they close their eyes at night. We don’t go after all the gangs. We don’t shut down the houses that treat fairly with their employees. We go after women like Tante Heleen, men like Pekka Rollins.” She paused. “And think about it this way…you’ll be thinning the competition.” He made a sound that might almost have been a laugh. One of his hands balanced on his cane. The other rested at his side next to her. She’d need only move the smallest amount and they’d be touching. He was that close. He was that far from reach. Cautiously, she let her knuckles brush against his, a slight weight, a bird’s feather. He stiffened, but he didn’t pull away. “I’m not ready to give up on this city, Kaz. I think it’s worth saving.” I think you’re worth saving. Once they’d stood on the deck of a ship and she’d waited just like this. He had not spoken then and he did not speak now. Inej felt him slipping away, dragged under, caught in an undertow that would take him farther and farther from shore. She understood suffering and knew it was a place she could not follow, not unless she wanted to drown too. Back on Black Veil, he’d told her they would fight their way out. Knives drawn, pistols blazing. Because that’s what we do. She would fight for him, but she could not heal him. She would not waste her life trying. She felt his knuckles slide again hers. Then his hand was in her hand, his palm pressed against her own. A tremor moved through him. Slowly, he let their fingers entwine.

Service heroes strive to exceed the customer's expectations.

Michael Jordan wasn’t the first basketball hero by any means, but our desire to have a hero, as sparked by earlier stars like Wilt Chamberlain and Larry Bird, made it easier for Michael to walk in and fill a role that had to be filled by someone.

Ode to Joy Joy, beautiful spark of Divinity, Daughter of Elysium, We enter, drunk with fire, Heavenly one, thy sanctuary! Thy magic binds again What custom strictly divided;* All people become brothers,* Where thy gentle wing abides. Whoever has succeeded in the great attempt, To be a friend's friend, Whoever has won a lovely woman, Add his to the jubilation! Yes, and also whoever has just one soul To call his own in this world! And he who never managed it should slink Weeping from this union! All creatures drink of joy At nature's breasts. All the Just, all the Evil Follow her trail of roses. Kisses she gave us and grapevines, A friend, proven in death. Salaciousness was given to the worm And the cherub stands before God. Gladly, as His suns fly through the heavens' grand plan Go on, brothers, your way, Joyful, like a hero to victory. Be embraced, Millions! This kiss to all the world! Brothers, above the starry canopy There must dwell a loving Father. Are you collapsing, millions? Do you sense the creator, world? Seek him above the starry canopy! Above stars must He dwell.

New situations, however, do arise, requiring novel, unstereotyped responses; hence development, in the higher organisms, requires a capacity for experiment and innovation—the social correlates of variation and mutation. Social evolution is an interplay of custom with origination. Here the initiative individual—the “great man,” the “hero,” the “genius”—regains his place as a formative force in history. He is not quite the god that Carlyle described; he grows out of his time and land, and is the product and symbol of events as well as their agent and voice; without some situation requiring a new response his new ideas would be untimely and impracticable

It is an old-established custom for the hero of a story, when overcome by violent emotion, to run out into the forest, or at least to some solitary glade. This custom is a good one, because it prevails in real life. Mr Peregrinus Tyss therefore had no altenative but to run in a straight line from his house on the Horsemarket until he had left the town behind him and reached a nearby glade.

Mother is a humble woman. Very, very humble. She toils at a small café one hour distance from our home. She presents food and drink to customers there, and says to me, "I mount the autobus for an hour to work all day doing things I hate. You want to know why? It is for you, Alexi-stop-spleening-me! One day you will do things for me that you hate. That is what it means to be a family." What she does not clutch is that I already do things for her that I hate. I listen to her when she talks to me. I resist complaining about my pygmy allowance. And did I mention that I do not spleen her nearly so much as I desire to? But I do not do these things because we are a family. I do them because they are common decencies. That is an idiom that the hero taught me. I do them because I am not a big fucking asshole. That is another idiom that the hero taught me.

Yep,” Annabeth said weakly. “He really did it.” The giant belched. He wiped his steaming greasy hands on his robe and grinned at us. “So, if you’re not breakfast, you must be customers. What can I interest you in?” He sounded relaxed and friendly, like he was happy to talk with us. Between that and the red velour housecoat, he almost didn’t seem dangerous. Except of course that he was ten feet tall, blew fire, and ate cows in three bites. I stepped forward. Call me old-fashioned, but I wanted to keep his focus on me and not Annabeth. I think it’s polite for a guy to protect his girlfriend from instant incineration. “Um, yeah,” I said. “We might be customers. What do you sell?” Cacus laughed. “What do I sell? Everything, demigod! At bargain basement prices, and you can’t find a basement lower than this!” He gestured around the cavern. “I’ve got designer handbags, Italian suits, um…some construction equipment, apparently, and if you’re in the market for a Rolex…” He opened his robe. Pinned to the inside was a glittering array of gold and silver watches. Annabeth snapped her fingers. “Fakes! I knew I’d seen that stuff before. You got all this from street merchants, didn’t you? They’re designer knockoffs.” The giant looked offended. “Not just any knockoffs, young lady. I steal only the best! I’m a son of Hephaestus. I know quality fakes when I see them.

Real Estate: A lot like the legal profession, people want an advocate. So they need to know that YOU are in THEIR corner. Real estate is one of those fields where the laws are different everywhere and always changing. The confusion makes it such that the average citizen cannot properly advocate for himself or herself. They need an expert. And while they may say that they want to get a great price, what they REALLY want is an expert in their corner fighting for them. You are really selling that hero.

A brick could be used to show you how to live a richer, fuller, more satisfying life. Don’t you want to have fulfillment and meaning saturating your existence? I can show you how you can achieve this and so much more with just a simple brick. For just $99.99—not even an even hundred bucks, I’ll send you my exclusive life philosophy that’s built around a brick. Man’s used bricks to build houses for centuries. Now let one man, me, show you how a brick can be used to build your life up bigger and stronger than you ever imagined. But act now, because supplies are limited. This amazing offer won’t last forever. You don’t want to wake up in ten years to find yourself divorced, homeless, and missing your testicles because you waited even two hours too long to obtain this information. Become a hero today—save your life. Procrastination is only for the painful things in life. We prolong the boring, but why put off for tomorrow the exciting life you could be living today? If you’re not satisfied with the information I’m providing, I’m willing to offer you a no money back guarantee. That’s right, you read that wrong. If you are not 100% dissatisfied with my product, I’ll give you your money back. For $99.99 I’m offering 99.99%, but you’ve got to be willing to penny up that percentage to 100. Why delay? The life you really want is mine, and I’m willing to give it to you—for a price. That price is a one-time fee of $99.99, which of course everyone can afford—even if they can’t afford it. Homeless people can’t afford it, but they’re the people who need my product the most. Buy my product, or face the fact that in all probability you are going to end up homeless and sexless and unloved and filthy and stinky and probably even disabled, if not physically than certainly mentally. I don’t care if your testicles taste like peanut butter—if you don’t buy my product, even a dog won’t lick your balls you miserable cur. I curse you! God damn it, what are you, slow? Pay me my money so I can show you the path to true wealth. Don’t you want to be rich? Everything takes money—your marriage, your mortgage, and even prostitutes. I can show you the path to prostitution—and it starts by ignoring my pleas to help you. I’m not the bad guy here. I just want to help. You have some serious trust issues, my friend. I have the chance to earn your trust, and all it’s going to cost you is a measly $99.99. Would it help you to trust me if I told you that I trust you? Well, I do. Sure, I trust you. I trust you to make the smart decision for your life and order my product today. Don’t sleep on this decision, because you’ll only wake up in eight hours to find yourself living in a miserable future. And the future indeed looks bleak, my friend. War, famine, children forced to pimp out their parents just to feed the dog. Is this the kind of tomorrow you’d like to live in today? I can show you how to provide enough dog food to feed your grandpa for decades. In the future I’m offering you, your wife isn’t a whore that you sell for a knife swipe of peanut butter because you’re so hungry you actually considered eating your children. Become a hero—and save your kids’ lives. Your wife doesn’t want to spread her legs for strangers. Or maybe she does, and that was a bad example. Still, the principle stands. But you won’t be standing—in the future. Remember, you’ll be confined to a wheelchair. Mushrooms are for pizzas, not clouds, but without me, your life will atom bomb into oblivion. Nobody’s dropping a bomb while I’m around. The only thing I’m dropping is the price. Boom! I just lowered the price for you, just to show you that you are a valued customer. As a VIP, your new price on my product is just $99.96. That’s a savings of over two pennies (three, to be precise). And I’ll even throw in a jar of peanut butter for free. That’s a value of over $.99. But wait, there’s more! If you call within the next ten minutes, I’ll even throw in a blanket free of charge. . .

The editor further extols the advantages arising from the study of Homer, it making the youthful students acquainted with the earliest periods of Greek history, the manners and customs of the people, and he ends by quoting from Herbart: "Boys must first get acquainted with the noisy market-place of Ithaca and then be led to the Athens of Miltiades and Themistokles." With equal truth the American can say that the child whose patriotism is kindled by the Homeric fire will the more gladly respond to the ideals set forth in the history of a Columbus or a Washington. MARY E. BURT. PART

WOMEN HAVE ALWAYS BEEN THE property of men. It’s a truth written into social customs, old legal doctrines, some would say it’s written into the very laws of nature itself. In the Bible, women are told that their husbands shall rule over them. Fathers give their daughters away on their wedding day. The new owner is the groom. Much of history is based on the practice. In Europe, kings gave their daughters as peace offerings to other nations. Peasants gave their daughters in marriage to landowners as a means of trading their way out of feudal servitude. In other lands, tribes and clans gave their women as sacrifices to their enemies or gifts to their heroes. A beautiful daughter was prized not because of who she was or what she was capable of, but for what she could be bartered for. The entire marriage ceremony, to this day, is a complicated, ritualized human sacrifice. It is a custom of bondage and ownership. The bride is adorned in the most intricate, delicate and expensive clothing possible. She represents wealth, a high dowry, a prized possession. She is walked down the aisle by her father, the current owner, and delivered, in payment for something, always in payment for something, to her new owner, her groom.

Masculinity is not about being the biggest, the fastest, the strongest, the one who sleeps with the most girls, and the one who has the most money. The one who has the most accomplishments is not the most masculine. In fact, it is often the men who covet these things most who are covering and compensating for the greatest insecurities. Let us revere the one who loves others deeply, loves himself deeply, and has a dream that he is inspired to live with and by and through. He is a man. He does not stand unmoved or untouched in the face of truly moving experiences. He does not judge the totality of his life or anyone else’s life by the totals on the scoreboard as the clock ticks down to zero. He does not use money as a proxy for emotional connection nor material possessions as the measure of his self-worth. He does not define his manhood by the number of women he has conquered. He does not always fight fire with fire; sometimes he doesn’t need to fight at all. He does not meet seriousness with silliness when it is seriousness that is required. He does not take risks for risks’ sake, because he does not hide from his frailty, his mortality, or his humanity. He does not pretend to know everything about anything, nor is he afraid to admit when he knows nothing about something. And perhaps most important of all, he does not walk around thinking he’s The Man. No, the masculine man goes through a journey, a process of self-discovery, and figures out what he needs to do to acquire the tools, knowledge, wisdom, grace, love, passion, and joy to pursue his destiny. His destiny is his dreams. Those may evolve over time, but in their pursuit, he is not breaking down anyone else or hurting anyone else. He is not at war with other people, conquering them. He is the one joining forces, searching for the win-win. He is the one who is lifting others up, inspiring others through his journey and his own process (in which he is finding ways to create value along the way). He is the hero of his own journey. And in so being, he is looking for every way to have the best relationships possible with his family, friends, his romantic partner, his colleagues, or his customers. He’s finding ways to be the best possible version of himself. Masculinity is about discovering yourself and owning what you find. It’s about being kind to others, and pursuing your dreams with all the passion and energy you can muster. It’s about doing something that is meaningful to you that brings value to others. That’s how you build a legacy.

No doubt the movement which rightly or wrongly we have learnt to call the emancipation of women is in the first place a result of the transformation of society into a capitalist and industrial community, in which the home has lost its importance as an economic and productive unity. But the bitter tone of the champions of Woman’s Rights in their arraignment of man’s rule, the suspiciousness which refused to believe that anything but oppression and masculine tyranny was at the bottom of a great number of laws and customs, which in reality were designed just as much to safeguard women and provide them with protectors and maintenance—the rabidity of militant feminists, in short—was a direct reaction against a dressing-gown and slippers tyranny which was peculiar to non-Catholic Europe at the beginning of the nineteenth century—a revolt against mock heroes who slouched about their homes trying to assert authority over their womenfolk. The other day I came across a book which illustrates in a rather droll way the extent to which Northern European women have taken it for granted that this peculiar North European form of the subjection of women since the Reformation was characteristic of the whole past of Europe. It was a little essay by an English writer, Virginia Woolf—I confess that it is all I have read of hers,1 but she is said to have a great reputation as a novelist.

One night, out of a clear blue sky, one of the wrestlers started another one of our conversations that had nothing to do with wrestling. As a matter of fact, very few of them did. He said: “Pappy, did you realize that wrestling fans had such stupid faces before you started refereeing?” “No, I didn’t. It’s a pity my psychiatrist couldn’t work in my place some night.” “How’s that, Pappy?” “My God, he’d find enough customers in one arena to last him a lifetime.” “I have a more horrible thought than yours.” I asked: “Yeah, what is it?” “Look at them again. Then stop and think that each one has a vote, and that it counts as much as yours or mine.” “I see what you mean. Nauseating, isn’t it?

By treating patients like customers, as nurse Amy Bozeman pointed out in a Scrubs magazine article, hospitals succumb to the ingrained cultural notion that the customer is always right. “Now we are told as nurses that our patients are customers, and that we need to provide excellent service so they will maintain loyalty to our hospitals,” Bozeman wrote. “The patient is NOT always right. They just don’t have the knowledge and training.” Some hospitals have hired “customer service representatives,” but empowering these nonmedical employees to pander to patients’ whims can backfire. Comfort is not always the same thing as healthcare. As Bozeman suggested, when representatives give warm blankets to feverish patients or complimentary milk shakes to patients who are not supposed to eat, and nurses take them away, patients are not going to give high marks to the nurses.

everything that has life gives sign of satisfaction, and the cattle that lie on the ground seem to have great and tranquil thoughts. These halcyons may be looked for with a little more assurance in that pure October weather which we distinguish by the name of the Indian summer. The day, immeasurably long, sleeps over the broad hills and warm wide fields. To have lived through all its sunny hours, seems longevity enough. The solitary places do not seem quite lonely. At the gates of the forest, the surprised man of the world is forced to leave his city estimates of great and small, wise and foolish. The knapsack of custom falls off his back with the first step he takes into these precincts. Here is sanctity which shames our religions, and reality which discredits our heroes. Here we find Nature to be the circumstance which dwarfs every other circumstance, and judges like a god all men that come to her. Nature, Ralph Waldo Emerson

The greatest advantage of polytheism. — For an individual to posit his own ideal and to derive from it his own law, joys, and rights — that may well have been considered hitherto as the most outrageous human aberration and as idolatry itself; indeed, the few who dared as much always felt the need to apologize to themselves, usually by saying: 'Not I! Not I! But a god through me.' The wonderful art and power of creating gods — polytheism — was that through which this drive could discharge itself, purify, perfect, and ennoble itself; for originally it was a base and undistinguished drive, related to stubbornness, disobedience, and envy. To be hostile to this drive to have one’s own ideal: that was formerly the law of every morality. There was only one norm: ‘the human being’— and every people believed itself to have this one and ultimate norm. But above and outside oneself, in some distant overworld, one was permitted to behold a plurality of norms; one god was not considered the denial or anathema to another god! Here for the first time one allowed oneself individuals; here one first honored the rights of individuals. The invention of gods, heroes, and overmen (Übermenschen) of all kinds, as well as deviant or inferior forms of humanoid life, undermen, dwarfs, fairies, centaurs, satyrs, demons, and devils, was the invaluable preliminary exercise for the justification of the egoism and sovereignty of the individual: the freedom that one conceded to a god in his relation to other gods one finally gave to oneself in relation to laws, customs, and neighbors. Monotheism, in contrast, this rigid consequence of the doctrine of one normal human type — that is, the belief in one normal god beside whom there are only pseudo-gods — was perhaps the greatest danger that has yet confronted humanity. It threatened us with the premature stagnation that, as far as we can see, most other species have long reached; for all of them believe in one normal type and ideal for their species, and they have translated the morality of custom definitively into their own flesh and blood. In polytheism the free-spiritedness and many-spiritedness of humanity received preliminary form — the power to create for ourselves our own new eyes and ever again new eyes that are ever more our own — so that for humans alone among the animals there are no eternal horizons and perspectives.

It was in the wonderful art and ability to create gods — in polytheism — that this impulse could discharge itself, that it purified, perfected and ennobled itself; for originally this impulse was rather commonplace and unattractive, not unlike stubbornness, rebelliousness or envy. Formerly, hostility towards this desire for an ideal of one’s own was the law of every morality. There was only one type and standard: ‘man’ — and every people believed itself to be this type, to be in possession of this standard. But in a distant heaven above and beyond oneself, one could discern a multiplicity of standards; to worship a particular god was not to deny or blaspheme against the other gods! It was here that individuals were first permitted, that the rights of individuals were first honoured. The invention of gods, heroes and superhuman beings of all kinds, as well as of quasi-human and subhuman beings — dwarfs, fairies, centaurs, satyrs, demons, devils — was an inestimable preliminary exercise in upholding the interests and prerogatives of the individual: the freedom one allowed a god with respect to other gods, one eventually gave to oneself with respect to laws, customs and neighbours.

Wendell marched down a winding path in the mountainside--- he must have conjured it himself--- to engage the elder horsemen in a square of meadow tucked between two crags. I don't know if it was some inane faerie custom or simply the custom of the horsemen, but the one who appeared to be their leader--- judging by the size of his horse and the number of scars he bore--- stepped forward as if to challenge Wendell to single combat. Wendell, still with that calm detachment, somehow cut out the beast's heart in two sharp movements and hurled it at the rider in a stomach-churning spray of blood, knocking him from his saddle. At that point, the remaining horsemen decided to abandon honor and charge him together, but their horses were, wisely, terrified of Wendell by this point, and shied away when he neared, some throwing their riders off, which Wendell dispatched in various appalling ways, sometimes appearing to forget about his sword entirely. Rose stood there the whole time, aghast, but I was familiar with Wendell's murderous moods and turned away after the third or fourth death, drawing Ariadne with me to the fireside. I was still shaking with fury. So he would risk killing himself rather than pausing to think our way out of things, would he?

. . . everything that has life gives sign of satisfaction, and the cattle that lie on the ground seem to have great and tranquil thoughts. These halcyons may be looked for with a little more assurance in that pure October weather which we distinguish by the name of the Indian summer. The day, immeasurably long, sleeps over the broad hills and warm wide fields. To have lived through all its sunny hours, seems longevity enough. The solitary places do not seem quite lonely. At the gates of the forest, the surprised man of the world is forced to leave his city estimates of great and small, wise and foolish. The knapsack of custom falls off his back with the first step he takes into these precincts. Here is sanctity which shames our religions, and reality which discredits our heroes. Here we find Nature to be the circumstance which dwarfs every other circumstance, and judges like a god all men that come to her. Nature, Ralph Waldo Emerson Aye, and poets send out the sick spirit to green pastures, like lame horses turned out unshod to the turf to renew their hoofs. A sort of yarb-doctors in their way, poets have it that for sore hearts, as for sore lungs, nature is the grand cure. But who froze to death my teamster on the prairie? And who made an idiot of Peter the Will Boy? The Confidence Man, Herman Melville

PUBLISHERS WEEKLY REVIEW Collagist Fabe adds flair to Jane Austen’s Pride and Prejudice with 39 original illustrations that accompany the unabridged text. Fabe’s collages overlay bright, watercolor-washed scenes with retro cut-paper figures and objects sampled from fashion magazines from the 1930s to the ’50s. Accompanying each tableau is a quote from the Pride and Prejudice passage that inspired it. Like Austen’s book, Fabe’s work explores arcane customs of beauty and courtship, pageantry and social artifice: in one collage, a housewife holds a tray of drinks while a man sits happily with a sandwich in hand in the distance. While tinged with irony and more than a dash of social commentary, the collages nevertheless have a spirit of glee and evidence deep reverence for the novel. As Fabe describes in a preface, Austen “was a little bit mean—the way real people are mean—so there are both heroes and nincompoops. Family is both beloved and annoying. That is Austen’s genius, her ability to describe people in all their frailty and humor.” This is a sweet and visually appealing homage. (BookLife) “While tinged with irony and more than a dash of social commentary, the collages nevertheless have a spirit of glee and evidence deep reverence for the novel. As Fabe describes in a preface, Austen “was a little bit mean—the way real people are mean—so there are both heroes and nincompoops.” #publishersweeklyreview #booklife #elliefabe #janeausten #prideandprejudice #cincinnatiartist

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He continues: "Happily the Greek nation, more than any other, abounds in literary masterpieces. Nearly all of the Greek writings contain an abundance of practical wisdom and virtue. Their worth is so great that even the most advanced European nations do not hesitate to introduce them into their schools. The Germans do this, although their habits and customs are so different from ours. They especially admire Homer's works. These books, above all others, afford pleasure to the young, and the reason for it is clearly set forth by the eminent educator Herbart: "'The little boy is grieved when told that he is little. Nor does he enjoy the stories of little children. This is because his imagination reaches out and beyond his environments. I find the stories from Homer to be more suitable reading for young children than the mass of juvenile books, because they contain grand truths.' "Therefore these stories are held in as high esteem by the German children as by the Greek. In no other works do children find the grand and noble traits in human life so faithfully and charmingly depicted as in Homer. Here all the domestic, civic, and religious virtues of the people are marvellously brought to light and the national feeling is exalted. The Homeric poetry, and especially the 'Odyssey,' is adapted to very young children, not only because it satisfies so well the needs which lead to mental development, but also for another reason. As with the people of olden times bravery was considered the greatest virtue, so with boys of this age and all ages. No other ethical idea has such predominance as that of prowess. Strength of body and a firm will characterize those whom boys choose as their leaders. Hence the pleasure they derive from the accounts of celebrated heroes of yore whose bravery, courage, and prudence they admire.

Halo Effect Cisco, the Silicon Valley firm, was once a darling of the new economy. Business journalists gushed about its success in every discipline: its wonderful customer service, perfect strategy, skilful acquisitions, unique corporate culture and charismatic CEO. In March 2000, it was the most valuable company in the world. When Cisco’s stock plummeted 80% the following year, the journalists changed their tune. Suddenly the company’s competitive advantages were reframed as destructive shortcomings: poor customer service, a woolly strategy, clumsy acquisitions, a lame corporate culture and an insipid CEO. All this – and yet neither the strategy nor the CEO had changed. What had changed, in the wake of the dot-com crash, was demand for Cisco’s product – and that was through no fault of the firm. The halo effect occurs when a single aspect dazzles us and affects how we see the full picture. In the case of Cisco, its halo shone particularly bright. Journalists were astounded by its stock prices and assumed the entire business was just as brilliant – without making closer investigation. The halo effect always works the same way: we take a simple-to-obtain or remarkable fact or detail, such as a company’s financial situation, and extrapolate conclusions from there that are harder to nail down, such as the merit of its management or the feasibility of its strategy. We often ascribe success and superiority where little is due, such as when we favour products from a manufacturer simply because of its good reputation. Another example of the halo effect: we believe that CEOs who are successful in one industry will thrive in any sector – and furthermore that they are heroes in their private lives, too.

Simply select your story and upload your child's photo. theCartoonBunny will make your child the hero of his or her own story. Don't forget to pre-order your custom children's book.

Brands that position themselves as heroes unknowingly compete with their potential customers.

the customer is the hero of the story, not your brand. When we position our customer as the hero and ourselves as the guide, we will be recognized as a trusted resource to help them overcome their challenges.

Always position your customer as the hero and your brand as the guide. Always. If you don’t, you will die.

In his book The Seven Basic Plots, Christopher Booker describes the introduction of the guide into the story this way: A hero or heroine falls under a dark spell which eventually traps them in some wintry state, akin to a living death: physical or spiritual imprisonment, sleep, sickness or some other form of enchantment. For a long time they languish in this frozen condition. Then a miraculous act of redemption takes place, focused on a particular figure who helps to liberate the hero or heroine from imprisonment. From the depths of darkness they are brought up into glorious light.2

All of Heros team members are trained as professional carpet cleaners but can also clean upholstery like sofas & chairs. Rugs can also be cleaned to a high standard and is a popular service with customers. As a fully insured carpet cleaning company, Heros can operate safely in domestic properties or commercial and industrial premises. Customer service is very important to the company. Heros carry out carpet cleaning for hundreds of regular customers and 90% of them are repeat or referred clients.

We walk past a clown who is painting kids’ faces, and I suddenly stop, something catching my eye. “I like that unicorn,” I say, pointing to the bright pink stuffed animal hanging from the ceiling of a game booth. Travis looks from the unicorn to me. “Is that a hint?” “I didn’t think I was being subtle,” I say, batting my eyelashes at him. “How much is it?” Travis asks the man in charge of the game, reaching for his wallet. “One dart for three dollars, four for ten. You just pop a balloon with the dart and you get a prize,” he says, perking up at the prospect of a new customer. “Oh, that sounds easy!” I say, clapping my hands together. “How many times do you have to pop a balloon to get the unicorn?” Travis asks. “Five,” the man answers brightly. “I could buy you a unicorn for cheaper than that!” Travis says, turning to me. My face falls. “But that’s not the point,” I argue. Travis looks at my pout before he lifts his eyes up to the ceiling, shaking his head. “Okay, I will take five darts.” I immediately perk up again, and reach out for his arm. “You’ll do great!” I say. Travis takes the first dart from the man and throws it at the wall. It doesn’t even make it all the way and falls pitifully to the floor. “Must have been a bad dart,” I argue. He frowns, picks up the second dart and this time takes a little more aim before throwing it. This time it makes it to the wall but doesn’t manage to stick. “That’s okay, it−” Before I can finish my thought, Travis is handing me his jacket to hold so he has both hands free. He picks up the next dart, his face all business, and plants his feet, ready for action. None of the five darts pop any balloons, and before I can offer him any words of consolation he has slapped down a twenty on the ledge and rolled up his sleeves. “Travis, you don’t have to−” but I can tell he isn’t listening to a word I’m saying. He throws another dart and it actually connects to the side of a balloon, but it only serves to pin the balloon to the wall more. Is that even possible? These are like miracle balloons. “This is obviously rigged!” I argue, picking up one of the darts. I throw it at the wall, my back leg kicking up from the effort and it connects with a bright yellow balloon, popping it instantly. “We have a winner!” The operator yells. I look up at Travis who is just staring at the popped balloon. “That was just beginner’s luck,” I assure Travis, picking up another dart and trying to throw it at the wall a little higher than before, aiming for above the balloons. It quickly curves down in the air and pops a blue balloon. Honestly, I tried out for my high school’s baseball team and got laughed off the diamond. If it wasn’t so inappropriate I would have Travis take a video so I could post it on my Facebook page. That would show Shannon Winters and all her baseball friends. “Another winner!” the operator yells. “Three more, pretty lady, and you’ve got your unicorn.” I shoot my eyes to Travis, but he’s still staring at the wall in disbelief. I have no problem popping the other three balloons and I stand gleefully with my arms outstretched, waiting for my unicorn. “You have three more darts,” the operator points out. “Did you want to try and win your boyfriend something?” I clamp my lips together while Travis stands beside me, completely silent. “We’re going to try something else,” I say, holding my unicorn in one hand and grabbing Travis’s hand with the other. Travis walks away shaking his head. “I played football in university. I was on the provincial lacrosse team.” “I know,” I say, wrapping my arm around his middle as we walk away. “You were so close.” I try and hide the smile from my face. There is hardly anything I’m able to beat Travis at and now I know whenever I challenge him it should definitely include darts

failed to answer the one question lingering in the subconscious of every hero customer: How are you helping me win the day?

Heroes need to be challenged by outside forces.

In stories, the external problem is often a physical, tangible problem the hero must overcome in order to save the day.

Storytellers use the guide character to encourage the hero and equip them to win the day.

The fatal mistake some brands make, especially young brands who believe they need to prove themselves, is they position themselves as the hero in the story instead of the guide. As I’ve already mentioned, a brand that positions itself as the hero is destined to lose.

The guide must have this precise one-two punch of empathy and authority in order to move the hero and the story along. These are the characteristics the hero is looking for, and when she senses them, she knows she’s found her guide.

A guide expresses an understanding of the pain and frustration of their hero.

When looking for a guide, a hero trusts somebody who knows what they’re doing. The guide doesn’t have to be perfect, but the guide needs to have serious experience helping other heroes win the day.

Is there a single villain your brand stands against? And what external problem is that villain causing? How is that external problem making your customers feel? And why is it unjust for people to have to suffer at the hands of this villain? These are the four questions we want to answer in the problem section of our StoryBrand BrandScript, and when we do, the story our brand is telling will take shape because our hero, the customer who wants something, is being challenged. Will they win? Will their problems be resolved?

In a story, audiences must always know who the hero is, what the hero wants, who the hero has to defeat to get what they want, what tragic thing will happen if the hero doesn’t win, and what wonderful thing will happen if they do.

1.​What does the hero want? 2.​Who or what is opposing the hero getting what she wants? 3.​What will the hero’s life look like if she does (or does not) get what she wants?

If a storyteller doesn’t clearly let an audience know what no-good, terrible, awful thing might befall their hero unless she overcomes her challenge, the story will have no stakes, and a story without stakes is boring.

A story starts with a hero who wants something. And then the question becomes: Will the hero get what she wants?

Before knowing what the hero wants, the audience has little interest in her fate.

The catalyst for any story is that the hero wants something.

Your customer should be the hero of the story, not your brand. This is the secret every phenomenally successful business understands.

What’s at stake? If nothing can be gained or lost, nobody cares. Will the hero disarm the bomb, or will people be killed? Will the guy get the girl, or will he be lonely and filled with self-doubt? These are the kinds of questions in the minds of a story-hungry audience.

When we position our customer as the hero and ourselves as the guide, we will be recognized as a trusted resource to help them overcome their challenges

The only two motivations a hero has in a story are to escape something bad or experience something good.

HEROES ARE DESIGNED TO TRANSFORM At the beginning of a story, the hero is usually flawed, filled with doubt, and ill-equipped for the task set before them. The guide aids them on their journey, rife with conflict. The conflict begins to change the character, though. Forced into action, the hero develops skills and accrues the experience needed to defeat their foe. Though the hero is still filled with doubt, they summon the courage to engage, and in the climactic scene defeat the villain, proving once and for all they have changed, that they are now competent to face challenges and are better versions of themselves. The story has transformed them. This same character arc, by the way, is the arc for The Old Man and the Sea, Pride and Prejudice, Pinocchio, Hamlet, Sleeping Beauty, and Tommy Boy. It’s the arc of almost every popular story we can name. Why? Because it’s our story. Feelings of self-doubt are universal, as is the desire to become somebody competent and courageous. And all of this matters when it comes to branding our products and services. A few important questions we have to ask ourselves when we’re representing our brand are: Who does our customer want to become? What kind of person do they want to be? What is their aspirational identity?

A hero needs somebody else to step into the story to tell them they’re different, they’re better. That somebody is the guide. That somebody is you.

In almost every story the hero struggles with the same question: Do I have what it takes?

Archetypal psychology helps us understand the intrinsic meaning of product categories and consequently helps marketers create enduring brand identities that establish market dominance, evoke and deliver meaning to customers, and inspire customer loyalty—all, potentially, in socially responsible ways.

CUSTOMERS AREN’T LOOKING FOR ANOTHER HERO; THEY’RE LOOKING FOR A GUIDE.

EVERY HERO IS LOOKING FOR A GUIDE When I talk about a guide, I’m talking about our mother and father when they sat us down to talk about integrity, or a football coach who helped us understand the importance of working hard and believing we could accomplish more than we ever thought possible. Guides might include the authors of poems we’ve read, leaders who moved the world into new territory, therapists who helped us make sense of our problems, and yes, even brands that offered us encouragement and tools to help us overcome a challenge. If a hero solves her own problem in a story, the audience will tune out. Why? Because we intuitively know if she could solve her own problem, she wouldn’t have gotten into trouble in the first place. Storytellers use the guide character to encourage the hero and equip them to win the day. You’ve seen the guide in nearly every story you’ve read, listened to, or watched: Frodo has Gandalf, Katniss has Haymitch, and Luke Skywalker has Yoda. Hamlet was “guided” by his father’s ghost, and Romeo was taught the ways of love by Juliet. Just like in stories, human beings wake up every morning self-identifying as a hero. They are troubled by internal, external, and philosophical conflicts, and they know they can’t solve these problems on their own. The fatal mistake some brands make, especially young brands who believe they need to prove themselves, is they position themselves as the hero in the story instead of the guide. As I’ve already mentioned, a brand that positions itself as the hero is destined to lose.

Just think about the incredible transformation that took place in Steve’s life and career after Pixar. In 1983, Apple launched their computer Lisa, the last project Jobs worked on before he was let go. Jobs released Lisa with a nine-page ad in the New York Times spelling out the computer’s technical features. It was nine pages of geek talk nobody outside NASA was interested in. The computer bombed. When Jobs returned to the company after running Pixar, Apple became customer-centric, compelling, and clear in their communication. The first campaign he released went from nine pages in the New York Times to just two words on billboards all over America: Think Different. When Apple began filtering their communication to make it simple and relevant, they actually stopped featuring computers in most of their advertising. Instead, they understood their customers were all living, breathing heroes, and they tapped into their stories. They did this by (1) identifying what their customers wanted (to be seen and heard), (2) defining their customers’ challenge (that people didn’t recognize their hidden genius), and (3) offering their customers a tool they could use to express themselves (computers and smartphones). Each of these realizations are pillars in ancient storytelling and critical for connecting with customers. I’ll teach you about these three pillars and more in the coming chapters, but for now just realize the time Apple spent clarifying the role they play in their customers’ story is one of the primary factors responsible for their growth. Notice, though, the story of Apple isn’t about Apple; it’s about you. You’re the hero in the story, and they play a role more like Q in the James Bond movies. They are the guy you go see when you need a tool to help you win the day.

Remember, the greatest enemy our business faces is the same enemy that good stories face: noise. At no point should we be able to pause a movie and be unable to answer three questions: 1.​What does the hero want? 2.​Who or what is opposing the hero getting what she wants? 3.​What will the hero’s life look like if she does (or does not) get what she wants?

Always position your customer as the hero and your brand as the guide. Always.

It was a common custom at that time, in the more romantic females, to see their soldier husbands and sweethearts as Greek heroes, instead of the whoremongering, drunken clowns most of them were. However, the Greek heroes were probably no better, so it was not so far off the mark.

Follow the Customer Journey of the Hero.

Now that you understand the key players in ecosystems, here are the key principles of building an ecosystem. They are similar to the principles of creating a community discussed in chapter 8, “The Art of Evangelizing.” CREATE SOMETHING WORTHY OF AN ECOSYSTEM. Once again, the key to evangelism, sales, presentations, and now ecosystems is a great product. In fact, if you create a great product, you may not be able to stop an ecosystem from forming. By contrast, it’s hard to build an ecosystem around crap. DESIGNATE A CHAMPION. Many employees would like to help build an ecosystem, but who wakes up every day with this task at the top of her list of priorities? Another way to look at this is, “Who’s going to get fired if an ecosystem doesn’t happen?” Ecosystems need a champion—an identifiable hero—within the company to carry the flag for the community. DON’T COMPETE WITH THE ECOSYSTEM. If you want people or organizations to take part in your ecosystem, then you shouldn’t compete with them. For example, if you want people to create apps for your product, then don’t sell (or give away) apps that do the same thing. It was hard to convince companies to create a Macintosh word processor when Apple was giving away MacWrite. CREATE AN OPEN SYSTEM. An “open system” means that there are minimal requirements to participating and minimal controls on what you can do. A “closed system” means that you control who participates and what they can do. Either can work, but I recommend an open system because it appeals to my trusting, anarchic personality. This means that members of your ecosystem will be able to write apps, access data, and interact with your product. I’m using software terminology here, but the point is to enable people to customize and tweak your product. PUBLISH INFORMATION. The natural complement of an open system is publishing books and articles about the product. This spreads information to people on the periphery of a product. Publishing also communicates to the world that your startup is open and willing to help external parties. FOSTER DISCOURSE. The definition of “discourse” is “verbal exchange.” The key word is “exchange.” Any company that wants an ecosystem should foster the exchange of ideas and opinions. This means your website should provide a forum where people can engage with other members as well as your employees. This doesn’t mean that you let the ecosystem run your company, but you should hear what members have to say. WELCOME CRITICISM. Most organizations feel warm and fuzzy toward their ecosystem as long as the ecosystem says nice things, buys their products, and never complains. The minute that the ecosystem says anything negative, however, many organizations freak out and get defensive. This is dumb. A healthy ecosystem is a long-term relationship, so an organization shouldn’t file for divorce at the first sign of discord. Indeed, the more an organization welcomes—or even celebrates—criticism, the stronger its bonds to its ecosystem become. CREATE A NONMONETARY REWARD SYSTEM. You already know how I feel about paying people off to help you, but this doesn’t mean you shouldn’t reward people in other ways. Things as simple as public recognition, badges, points, and credits have more impact than a few bucks. Many people don’t participate in an ecosystem for the money, so don’t insult them by rewarding them with it.

John D. MacDonald, my favorite Florida writer—yeah, I read a bit—once began a book: “There are no hundred percent heroes.” If you ask my customers, they’d probably give me 51 percent. MacDonald also wrote, “If the cards are stacked against you, reshuffle the deck.” Well, I’m tired of holding a pair of deuces or a busted flush. Tired of the grind. Tired of losing. Which is why on this sweaty July day with a sky as gray as an angry ocean, I needed an innocent client.

Two Valentines are actually described in the early church, but they likely refer to the same man — a priest in Rome during the reign of Emperor Claudius II. According to tradition, Valentine, having been imprisoned and beaten, was beheaded on February 14, about 270, along the Flaminian Way. Sound romantic to you? How then did his martyrdom become a day for lovers and flowers, candy and little poems reading Roses are red… ? According to legends handed down, Valentine undercut an edict of Emperor Claudius. Wanting to more easily recruit soldiers for his army, Claudius had tried to weaken family ties by forbidding marriage. Valentine, ignoring the order, secretly married young couples in the underground church. These activities, when uncovered, led to his arrest. Furthermore, Valentine had a romantic interest of his own. While in prison he became friends with the jailer’s daughter, and being deprived of books he amused himself by cutting shapes in paper and writing notes to her. His last note arrived on the morning of his death and ended with the words “Your Valentine.” In 496 February 14 was named in his honor. By this time Christianity had long been legalized in the empire, and many pagan celebrations were being “christianized.” One of them, a Roman festival named Lupercalia, was a celebration of love and fertility in which young men put names of girls in a box, drew them out, and celebrated lovemaking. This holiday was replaced by St. Valentine’s Day with its more innocent customs of sending notes and sharing expressions of affection. Does any real truth lie behind the stories of St. Valentine? Probably. He likely conducted underground weddings and sent notes to the jailer’s daughter. He might have even signed them “Your Valentine.” And he probably died for his faith in Christ.

Innovative Market Systems was no overnight success. Bloomberg began by investing about $300,000 and went to work with three recruits he had met at Salomon—Thomas Secunda, who specialized in analytics; Chuck Zegar, who created the software; and Duncan MacMillan, the expert in customer needs. All three are still at Bloomberg L.P., wealthy but unsung heroes of the Bloomberg saga.

stood, poised, arm drawn back. For the long pointed horn made as good a javelin as it did a sword, and so could be used at a safer distance. The Minotaur whirled and charged again. Theseus waited until he was ten paces away, and then whipped his arm forward, hurling the javelin with all his strength. It entered the bull’s neck and came out the other side. But so powerful was the Minotaur’s rush, so stubborn his bestial strength, that he trampled on with the sharp horn through his neck and ran right over Theseus, knocking him violently to the ground. Then it whirled to try to stab Theseus with its horn; but the blood was spouting fast now, and the monster staggered and fell on the ground beside Theseus. Ariadne ran to the fallen youth. She turned him over, raised him in her arms; he was breathing. She kissed him. He opened his eyes, looked around, and saw the dead Minotaur; then he looked back at her and smiled. He climbed to his feet, leaning heavily on Ariadne. “Tell your thread to wind itself up again, Princess. We’re off to Athens.” When Theseus came out of the Labyrinth there was an enormous crowd of Cretans gathered. They had heard the sound of fighting, and, as the custom was, had gathered to learn of the death of the hostages. When they saw the young man covered with dirt and blood, carrying a broken horn, with Ariadne clinging to his arm, they raised a great shout. Minos was there, standing with his arms folded.

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That is why in the case of some of our Mohammedan or Christian countrymen who had originally been forcibly converted to a non-Hindu religion and who consequently have inherited along with Hindus, a common Fatherland and a greater part of the wealth of a common culture—language, law, customs, folklore and history—are not and cannot be recognized as Hindus. For though Hindusthan to them is Fatherland as to any other Hindu yet it is not to them a Holyland too. Their holyland is far off in Arabia or Palestine. Their mythology and Godmen, ideas and heroes are not the children of this soil. Consequently their names and their outlook smack of a foreign origin. Their love is divided. Nay, if some of them be really believing what they profess to do, then there can be no choice—they must, to a man, set their Holy-land above their Fatherland in their love and allegiance. That is but natural. We are not condemning nor are we lamenting. We are simply telling facts as they stand. We have tried to determine the essentials of Hindutva and in doing so we have discovered that the Bohras and such other Mohammedan or Christian communities possess all the essential qualifications of Hindutva but one and that is that they do not look upon India as their Holyland.

If you can’t defend your price by demonstrating the economic impact of your solutions, then you are destined to compete on price.

from senior management that my customer would not get scalped, then everyone could win. Salomon would make a lot of money. My customer would make a little money (which, for a customer, was grand). And I would be a hero. If there was a single lesson I took away from Salomon Brothers, it is that rarely do all parties win. The nature of the game is zero sum. A dollar out of my customer’s pocket was a dollar

Early Adopters want to help you and (here is the best bit) want you to be successful. Early adopters enjoy opportunities that allow them to be heroes, by solving real problems.

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All forms of orgiastic union have three characteristics: they are intense, even violent; they occur in the total personality, mind and body; they are transitory and periodical. Exactly the opposite holds true for that form of union which is by far the most frequent solution chosen by man in the past and in the present: the union based on conformity with the group, its customs, practices and beliefs. Here again we find a considerable development. In a primitive society the group is small; it consists of those with whom one shares blood and soil. With the growing development of culture, the group enlarges; it becomes the citizenry of a polis the citizenry of a large state, the members of a church. Even the poor Roman felt pride because he could say 'civis romanus sum'; Rome and the empire were his family, his home, his world. Also in con-temporary Western society the union with the group is the prevalent way of overcoming separateness. It is a union in which the individual self disappears to a large extent, and where the aim is to belong to the herd. If i am like everybody else, if i have no feelings or thoughts which make me different, if i conform in custom, dress, ideas, to the pattern of the group, i am saved; saved from the frightening experience of aloneness. The dictatorial systems use threats and terror to induce this conformity; the democratic countries, suggestion and propaganda. There is, indeed, one great difference between the two systems. In the democracies non-conformity is possible and, in fact, by no means entirely absent; in the totalitarian systems, only a few unusual heroes and martyrs can be expected to refuse obedience. But in spite of this difference the democratic societies show an over-whelming degree of conformity. The reason lies in the fact that there has to be an answer to the quest for union, and if there is no other or better way, then the union of herd con-formity becomes the predominant one. One can only understand the power of the fear to be different, the fear to be only a few steps away from the herd, if one understands the depths of the need not to be separated. Sometimes this fear of non-conformity is rationalized as fear of practical dangers which could threaten the non-conformist. But actually, people wantto conform to a much higher degree than they are forced to conform, at least in the Western democracies.

All forms of orgiastic union have three characteristics: they are intense, even violent; they occur in the total personality, mind and body; they are transitory and periodical. Exactly the opposite holds true for that form of union which is by far the most frequent solution chosen by man in the past and in the present: the union based on conformity with the group, its customs, practices and beliefs. Here again we find a considerable development. In a primitive society the group is small; it consists of those with whom one shares blood and soil. With the growing development of culture, the group enlarges; it becomes the citizenry of a polis the citizenry of a large state, the members of a church. Even the poor Roman felt pride because he could say 'civis romanus sum'; Rome and the empire were his family, his home, his world. Also in con-temporary Western society the union with the group is the prevalent way of overcoming separateness. It is a union in which the individual self disappears to a large extent, and where the aim is to belong to the herd. If i am like everybody else, if i have no feelings or thoughts which make me different, if i conform in custom, dress, ideas, to the pattern of the group, i am saved; saved from the frightening experience of aloneness. The dictatorial systems use threats and terror to induce this conformity; the democratic countries, suggestion and propaganda. There is, indeed, one great difference between the two systems. In the democracies non-conformity is possible and, in fact, by no means entirely absent; in the totalitarian systems, only a few unusual heroes and martyrs can be expected to refuse obedience. But in spite of this difference the democratic societies show an over-whelming degree of conformity. The reason lies in the fact that there has to be an answer to the quest for union, and if there is no other or better way, then the union of herd con-formity becomes the predominant one. One can only understand the power of the fear to be different, the fear to be only a few steps away from the herd, if one understands the depths of the need not to be separated. Sometimes this fear of non-conformity is rationalized as fear of practical dangers which could threaten the non-conformist. But actually, people wantto conform to a much higher degree than they are forced to conform, at least in the Western democracies.

From the anthropological perspective, culture is “the beliefs, customs, arts, etc., of a particular society, group, place or time.” From the business perspective, culture is “a way of thinking, behaving, or working that exists in a place or organization.”5 Strong cultures typically exhibit the following traits:   Common language: Words and phrases that hold a common meaning within a community based on opinions, principles, and values6   Learned behaviors: A set of learned responses to stimuli7   Shared beliefs: The acceptance of something as true8   Heroes and legends: People who are admired or idealized for their qualities, behavior, and/or achievements and the stories told about their heroic actions9   Rituals and norms: Consistent behavior regularly followed by an individual or a group10

Screenwriters and novelists know the stronger, more evil, more dastardly the villain, the more sympathy we will have for the hero and the more the audience will want them to win in the end. This translates into audience engagement.

The management of meaning is about selling products, but it also is about selling meaning with integrity. If companies fulfill their meaning promise to the same degree that they deliver quality products, they help customers in two ways: (1) by providing a functional product or service and (2) by helping people to experience meaning in ordinary life. If they do not, they are unlikely to compel brand loyalty.

You'll be my hero. I'll get you a custom medal and everything.

Brands that position themselves as heroes unknowingly compete with their potential customers. Every human being wakes up each morning and sees the world through the lens of a protagonist. The world revolves around us, regardless

The story must always be focused on the hero, and if a storyteller (or business leader) forgets this, the audience will get confused about who the story is really about and they will lose interest.

When you solve problems for your team instead of with your team, you teach them to stop thinking. Take time to slow down just enough, even during times of crisis, to bring others along and help them rise to the occasion. Don’t be a hero, be a hero farmer.

The only two motivations a hero has in a story are to escape something bad or experience something good. Such is life.

Imagine a story in which nothing bad could befall the hero. Imagine a love story in which everything went well for the couple straight through to the beautiful and tension-free wedding. Imagine an action movie in which the bomb the hero had to destroy was actually a dud and nobody was in danger. Would an audience care? Brands that don’t warn their customers about what could happen if they don’t buy their products fail to answer the “so what” question every customer is secretly asking.

We were to wine connoisseurs what that great airline, PSA, was to travelers before the airlines were deregulated in 1981. Like us, PSA’s pricing was based on a close reading of FAA regulations, which in those days set the fare for every air route in the U.S. As long as PSA flew only within California, however, they were free of FAA price regulation. PSA had been one of my heroes, and now I was glad to join it in offering great value to our customers.

Express Empathy When Bill Clinton delivered his now-famous line “I feel your pain” in 1992, he did more than just clinch a victory over George H. W. Bush; he positioned himself as the guide in the American voters’ story. A guide expresses an understanding of the pain and frustration of their hero. In fact, many pundits believe Clinton locked up the election during a town hall debate in which Bush gave a rambling answer to a young woman when she asked what the national debt meant to the average American. Clinton countered Bush’s linear, cerebral answer by asking the woman if she knew anybody who’d lost their job. He asked whether it pained her that she had friends out of work, and when the woman said yes, he went on to explain how the national debt is tied to the well-being of every American, even her and her friends.5 That’s empathy. When we empathize with our customers’ dilemma, we create a bond of trust. People trust those who understand them, and they trust brands that understand them too. Oprah Winfrey, an undeniably successful guide to millions, once explained the three things every human being wants most are to be seen, heard, and understood. This is the essence of empathy. Empathetic statements start with words like, “We understand how it feels to . . .” or “Nobody should have to experience . . .” or “Like you, we are frustrated by . . .” or, in the case of one Toyota commercial inviting Toyota owners to engage their local Toyota service center, simply, “We care about your Toyota.” Expressing empathy isn’t difficult. Once we’ve identified our customers’ internal problems, we simply need to let them know we understand and would like to help them find a resolution. Scan your marketing material and make sure you’ve told your customers that you care. Customers won’t know you care until you tell them.