Using the Hero's Journey as a Framework for Influencing Your Clients

I’ve been doing some work this week to better understand the “Hero’s Journey” and ways we can use this to better understand our clients. Russell Brunson (author of Expert Secrets) summarizes FOUR core desires of a hero (which is our clients). My realization has been that my job as a guide is to identify which of these core desires is most influencing my clients at the moment so I can better serve them. Consider this as a checklist for conversations with your clients!

Every story is about a journey either toward pleasure or away from pain. There are four core desires that drive most heroes: to win, to retrieve, to escape, or to stop. Two desires move the hero toward pleasure, and two desires move the hero away from pain.

Toward Pleasure:

1. To win: The hero may be trying to win the heart of someone they love, or they may want to win fame, money, competition, or prestige. But as you now know, they are really looking for an increase in status.

2. To retrieve: The hero wants to obtain something and bring it back.

Away from Pain:

3. To escape: The hero desires to get away from something that’s upsetting or causing pain.

4. To stop: The hero wants to stop some bad things from happening.

By understanding these core desires, you can tailor your interactions and solutions to better meet the needs and motivations of your clients. This framework helps you serve as a guide on their journey, ensuring that you provide the support and direction they need to achieve their goals or overcome their challenges.

Use this checklist in your conversations to identify which core desire is driving your clients at the moment. This understanding will allow you to connect with them more deeply and offer more relevant and impactful guidance.