Stop Selling Solutions and Start Helping Defeat Villains
In every great story, the hero is only as compelling as the villain they face. Luke Skywalker needed the Empire. Batman needed the Joker. You get the idea.
Without a villain, there is no conflict. Without conflict, there is no story.
Why Name a Villain?
A "villain" isn't necessarily a person. It is a personified problem.
Why bother naming one? Because human beings are hardwired to notice threats more than opportunities. We are biologically designed to seek out solutions to things that frustrate, scare, or hinder us. When you name your customer’s villain, you do three things:
Create Urgency: You highlight a problem that can no longer be ignored.
Build Empathy: You show the customer that you understand exactly what they’re going through.
Offer Clarity: You move the conversation from "What do you sell?" to "What villain do you help me defeat?"
The Three Levels of the Villain
To truly resonate with your audience, you need to attack the villain on three different levels:
1. The External Villain (The Tangible Problem)
This is the physical obstacle in your customer’s way. For a cleaning service, the customer’s villain is the mess. For a tax software, the customer’s villain is the paperwork. For a meal delivery service, the villain is the 6:00 pm panic (the empty fridge, the grocery lines, and the daily "what's for dinner?" decision).
2. The Internal Villain (The Feeling)
This is how the external problem makes the hero (the customer) feel. This is where the real connection happens. The mess makes the hero feel overwhelmed and out of control. The paperwork makes the hero feel anxious and confused. The 6:00 pm panic makes the hero feel guilty and exhausted—like they are failing to provide for themselves or their family because they are too tired to cook.
3. The Philosophical Villain (The "Shouldn’t Be")
This is the "big picture" reason why this villain is wrong. It’s the "why" behind your brand. For a cleaning service, the message is "You shouldn't have to spend your weekends cleaning." For a tax software, the message is "You shouldn't have to be a CPA just to file your own taxes." For a meal delivery service, the message is "You deserve to nourish your body with real food without sacrificing your evening (or your sanity) to get it.”
Who is Your Customer’s Villain?
If you aren't sure who your customer or prospect is fighting, look at these common antagonists and see which one fits:
The Time-Thief: Does your product save people from hours of manual labor?
The Status Quo: Does your brand help fight against "the way things have always been done"?
The Inner Critic: Are you helping customers defeat insecurity or self-doubt?
The Chaos: Are you helping your customer bring order to a disorganized world?
The Gatekeeper: Are you making something accessible that used to be exclusive?
Remember, You are the Guide – Not the Hero
Here is the most important part: You are not the hero of this story. If your customer is Luke Skywalker, your brand is Obi-Wan Kenobi. You are the Guide who provides the Hero with a plan and a means (your product/service) to defeat the villain.
When you stop trying to be the hero and start helping your customer win their own battles, you move from being a "commodity" to being an essential ally.
Pick a Fight
Don’t be afraid to be provocative. A brand that stands for everything stands for nothing. By clearly defining the villain you help your customers defeat, you give them a reason to rally behind you.
So, ask yourself today: If your customer’s life were a movie, who—or what—is the villain standing in their way? Once you name it, you can start helping them defeat it.