Your Customers Don’t Care About Your Features—Stop Making Your Company the Hero

Let’s be real: Your customers don’t care about how great your company is. They don’t want to hear about every feature you offer or all the benefits you think are game-changers. And you know what? They Why? Because your customer is the hero of the story—not you.

As growth leaders—CEOs, CMOs, Founders, growth leaders — your job is to guide your customer to success. Your company? It's the supportive, behind-the-scenes guide, providing the tools and resources to help them reach their goals. It’s time to stop making your company the hero and start making your customer the main character in their own success story.

Your Customers Couldn’t Care Less About Your Features

As much as you love your company and your offerings, your customers care about one thing: how you can help them solve their problems and make their lives easier. When you lead with your company’s features and benefits, you’re basically saying, “Here’s what we can do for you”—but your customers are thinking, “Okay, but how is this going to help me?”

The truth is, your customers don’t care about what your company offers unless it solves their problems or helps them achieve their goals. The features are just the tools. The benefits? They’re the outcomes. But your customers? They’re the ones doing the heavy lifting to get where they want to go. They’re the heroes of the story, and they deserve to be in the spotlight.

It’s Time to Flip the Script: Make Your Customer the Center of the Story

Here’s the game-changer: You need to flip the script. Instead of talking about how your company is amazing and listing features, start making your customers the main character. They’re the ones who are investing their time and energy, so make them feel like the hero in their own journey.

Your job? To position your company as the trusted guide—think of it like the wise mentor or coach in every great story. You're the one providing the tools, resources, and guidance to help them overcome their obstacles, achieve their goals, and reach their full potential.

When you center your customer in your messaging, you’re telling them: “You are the star. We’re here to support you and help you succeed.” And when customers feel like they are truly seen and understood, they will engage, trust, and commit to your brand.

Your Company is Not the Star—And It Never Should Be - Be the Guide, Not the Hero

I know, this can be hard to shift into, especially if you’ve spent a lot of time perfecting your products and services. But think about the most successful brands you admire. Apple, Nike, Disney—they all tell stories where the customer is at the center. They show how their products or services help the customer overcome a challenge or achieve something meaningful.

The key is to be the guide on your customers' journey, not the hero. Let them be the ones who are overcoming obstacles and winning big. Your products and services are simply the tools that help them succeed.

In your messaging, instead of focusing on what your company does, ask yourself, “What does the customer want to achieve, and how can we be the guide that helps them get there?”

Selling Features Is Killing Your Revenue—Here’s Why

Now, let's talk about revenue. The reality is, when you position your customer as the hero, you’re building trust and rapport. People don’t buy products—they buy solutions to their problems. When you stop selling features and start focusing on the customer’s journey, your marketing becomes more relatable, impactful, and effective. [In another post, I'll dive deeper into this topic so you can see clear examples of what this looks like in sales and marketing speak.]

I’ve seen this firsthand. When I led a game-changing product launch during my time in SaaS (we sold a data + analytics platform in the franchise space), it led to 50% YoY growth over three years. But here’s the kicker— the lead wasn't with just features and benefits. When we stopped trying to sell, and instead focused on how we could support our customers in solving their challenges, we saw explosive growth. Customers engaged, they trusted us, and they stuck around. We became the guide on their journey to success, and that’s when the magic happened.

When your messaging speaks directly to your customer’s pain points and goals, they see how your company fits into their story. That’s when they start to engage, invest, and ultimately, become loyal customers who advocate for your brand.

This doesn’t just apply to the marketing and sales teams—it’s a mindset that needs to permeate your entire organization. When your whole team understands that the customer is the hero, everyone—from product to operations to leadership—aligns to deliver a customer experience that keeps them coming back.

If You’re Not Celebrating Your Customers, You’re Leaving Money on the Table

• Tell Your Customer’s Story: Instead of telling your brand story, focus on your customers’ stories. Share case studies, testimonials, and success stories that highlight how your customers have succeeded using your product or service.

  
  

• Shift Your Language: Start using language that puts your customers in the driver’s seat. Phrases like, “Here’s how we can help you achieve your goals” or “You can overcome this challenge with our help” shift the focus away from your company and onto the customer.

  
  

• Understand Their Journey: Dive deep into understanding your customers’ challenges, pain points, and desires. Map out their journey—from awareness to consideration to decision—and align your marketing strategies to support them every step of the way.

  
  

• Celebrate Their Success: When your customers win, celebrate it! Share their stories, showcase their successes, and acknowledge the role your company played in helping them achieve greatness.

The Truth: If You Don’t Make Your Customer the Hero, You’re Missing Out

Stop trying to sell your features and benefits. Your customer doesn’t care about them unless they help them solve a problem or achieve their goals. Instead, put your customer at the center of your story. Be their guide, support them through their journey, and empower them to become the hero of their own success.

By doing so, you’ll create a more authentic, engaging customer experience that drives loyalty, increases retention, and, ultimately, accelerates revenue growth. And that’s what you want, right?

Let’s shift the focus, make your customers the heroes, and watch your business grow.