The most visible tech companies are increasingly casting themselves as the hero in their own story, and in doing so, risk becoming the villain in everyone else’s.
Apple was never the hero - the creative misfit was.
Nike was never the hero - the everyday athlete was.
Youtube was never the hero - the creator was.
Airbnb was never the hero - the host was.
Stripe was never the hero - the developer was.
Figma was never the hero - the designer was.
The best brands make someone else the protagonist.
When you cast yourself as the hero, you turn your users into NPCs. The relationship becomes transactional, or worse: predatory (we’ll replace you, just give us time).
This is why we (individual companies, and the tech industry at large) need better stories about the future. Stories that aren’t centered on ARR, record-breaking valuations, circular dealmaking. Stories that are anchored in people, potential and a vision for the future that goes beyond numbers.
Right now tech is mostly talking to tech, so we’re getting away with a lot. But that’s not sustainable. It’s time to think a few steps ahead.
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