“It’s hard to tell a story when you’re the main character and everything else is a background for your character’s greatness,” he says. “You’re going to sound largely irrelevent to audiences who hear 3,500 marketing messages a day.” A better approach, he says, is to create a story where the customer (or someone just like him or her) is the hero.”

Who is he? Source: http://www.inc.com/minda-zetlin/5-deadliest-marketing-sins.html