Digital Byte 50: Make your clients the heroes.
This past Thursday, I had the opportunity to hear from industry leaders, including Maya Prosor, Chief Business Officer of Lemonade. One thing she said stuck with me:
👉 Make your clients the heroes.
It sounds simple, but when you break it down, it’s a game-changer. So many businesses make the mistake of centering themselves in the story—"Look at what we offer. Look at how great we are." But the most compelling brands flip that narrative. Instead of positioning themselves as the hero, they take on the role of the guide, helping their customers achieve something meaningful.
Lemonade does this brilliantly. Maya shared that for 90% of their customers, it’s their first time buying insurance. They’re younger, new to the process, and figuring out what it means to be an “adult.” Instead of throwing industry jargon at them, Lemonade built a brand that speaks directly to their journey.
They didn’t just simplify the insurance-buying process—they framed it as a milestone. They understood that for their audience, getting insurance wasn’t just about protection; it was a sign of growing up, taking responsibility, and stepping into adulthood. So they embraced language their customers already used—like #adulting—and made it part of their brand voice. Suddenly, buying insurance wasn’t just necessary; it was something their customers felt proud of.
That’s the key takeaway: The best brands don’t just sell a product or service. They craft a story where their audience sees themselves as the main character.
Think about your own business.
Are you positioning your clients as the hero of the story?
Does your messaging reflect their journey, their struggles, and their wins?
Have you made it easy for them to see themselves in the transformation you’re offering?
Brands that do this well build deeper trust, stronger engagement, and long-term loyalty. When people feel seen, understood, and celebrated, they don’t just buy from you—they connect with you.
Stay Inspired,
Sydney Addis
