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If your customers are the heroes of your story, it makes sense to look at them first when you’re creating a story that will resonate with your audience. However, human beings don’t construct their own narratives in isolation but in conversation with others. You can’t look at others without looking at yourself first. Starting with ‘who’ can be an invitation to explore yourself with others and others with yourself; the stories you all tell, how you see them, and how they see yo