How would you want customers to answer this question:   How has (insert your company’s name) changed your life? According to strategic storytelling consultant Andy Raskin, The Promised Land lies at the intersection of the change in the life of the customer to which we are committed and the undeniable relevant change in the world which makes that change necessary. We all want to be customer centric, yet often our mission statements reflect what WE want for our customers rather than being reflective of our actual customer. If we can reframe the company narrative with the customer as both warrior and hero alike, we will tell a more compelling and strategic story.  The language of that story will drive our actions and overall strategy as a company. And before we know it we won’t just want to be customer-centric….we actually will be.