Brands that position themselves as heroes unknowingly compete with their potential customers. […] When a brand comes along and positions itself as the hero, customers remain distant. They hear us talking about how great our business is and start wondering if we’re competing with them for scarce resources. Their subconscious thought pattern goes like this: Oh, this is another hero, like me. I wish I had more time to hear their story, but right now I’m busy looking for a guide.

—Donald Miller