One of the most powerful things you can do as a leader is establish your customer/client and your team as the hero. Not you, them.
Call them heroes.
Remind them that they’re doing important, heroic, world-changing work.
Write things like “If you’re reading this, you ARE the resistance.” (a ripoff from a Terminator movie, brilliantly done in a newsletter)
Encourage them that the problems they face are going to fall, because of who they are and how they live/work/act.
You must be sincere in this and believe it. People have a keen nose for BS.
Pay attention to how the most effective ad campaigns and web sites work. The focus is on the customer/prospect/community member, not on the company itself.
