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Nick Boles, a British conservative politician, recently said: “I don’t represent peoples’ points of views but their interests, and if they don’t like the results, they should just not vote for me in the next election.” When we take our customers on a journey we can think of it as committing to making the story they tell themselves, about who they are and what their vision is, true. We’re not here to reinforce the ways they’ve done things before: we’re proposing to them that t

The story we tell our customers shapes us. In a way we hope that this story will become the way we see the world, and the world sees us. But the story we tell has many layers. The most superficial ones talk about how we want to be perceived and seen in order to grow our business and get more customers. This is the story that sometimes we feel we need to create to stand out in a crowded and noisy market. The other story is the real one, the one that drives our decisions, the r