Be the Guide Not the Hero

“The people I work with who are most successful understand they’re taking their experience and using it to guide someone else.”

One of the things I enjoy most about hosting conversations is that I never know which question will uncover the biggest lesson.

When Lindsay Carlson joined me to ask a few unscripted questions, we covered everything from Canadian national parks to business advice. Somewhere along the way, we landed on a principle that has shaped nearly every part of my career, even though I first learned it as a park ranger.

People often admire park rangers. They’ll stop to ask questions, listen to recommendations, or hear a story about the park. But at the end of the day, visitors don’t go home talking only about the ranger. They talk about the mountain they climbed, the wildlife they saw, or the memories they created with the people they love.

That’s exactly how it should be.

As a park ranger, my job was never to become the attraction. My job was to help someone else have an unforgettable experience. Looking back, I realize that lesson has influenced the way I host podcasts, work with clients, and approach leadership.

Lindsay immediately recognized the connection to the StoryBrand framework. The customer is the hero. You’re the guide. The more we talked about it, the more I realized that principle extends far beyond marketing.

The best leaders don’t need to be the smartest person in the room or the center of attention. They create the conditions for other people to succeed. They ask good questions. They share their experience. They offer encouragement when it’s needed. Then they step back and let someone else own the victory.

That’s what the best park rangers do every day. It’s also what the best mentors, coaches, consultants, and leaders do.

If people remember you because you helped them create a meaningful story of their own, you’ve accomplished something far more valuable than simply becoming the hero of theirs.