A Hero’s Journey is the Antidote to Fabricated Business Stories
In fact and fiction, as well as in religion and secular life, the hero’s journey is an eternally appealing story. The mystery is why businesses are so reluctant to tell their stories in this way.
Most businesses, in fact, do the opposite. They take perfectly good raw material about their customers and turn it into Barbie doll stories — fake and plastic. An example of this travesty is the customer case study.