Don't Be A Hero

As an assistant, you save the day for your executive all the time. You bend over backwards behind the scenes to help them succeed. One could argue you’re a hero to your executive, and in many ways you are. 

But should you see yourself primarily as the hero in your executive’s story?

Donald Miller is an author and CEO of a marketing business called StoryBrand. His company uses an age-old framework to help businesses not see themselves as the hero coming to save the day for their customers. Instead, he urges businesses to invite their customers into a story where the customer is always the hero. 

Miller likes to use Star Wars as an example. Luke Skywalker is the hero who saves the day by destroying the Death Star. Yoda is one of a few key guides who help Luke along his hero’s journey. In the StoryBrand framework, a business is Yoda – the guide to help the hero customer, Luke, conquer the glaciers along their journey.

I love this framework because it takes the customer’s focus off of how awesome a business is. Instead, it shifts the customer’s attention to how that business can help the customer win the battle they’re fighting.

A business should strive to be Yoda, not Luke.

The same goes for you, if you want to be a game-changing Leader Assistant. You are the guide in your executive’s journey. After all, if they succeed in conquering the evil Empire, you win too.

Let’s look at your resume as an example of how this framework plays out practically. If you see yourself as the hero, your resume might lead with “I’ve been an assistant for 23 years.” If you see yourself as the guide, however, your resume might lead with “I help you save time. Period.”

Notice the difference?

Don’t get me wrong, I’m all about you being confident and proud of your experience and what you’ve accomplished throughout your career. You can even wear a red cape if you’d like. But your executive doesn’t care about your credentials unless those credentials show what you can do for them. 

Think of yourself as Yoda – the guide who helps the hero (your executive and company) – win.

You're not the hero.

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This is an excerpt from my upcoming book for assistants – The Leader Assistant: Four Pillars of a Confident, Game-Changing Assistant – releasing Summer 2020!

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