Using the Hero’s Journey in Business Storytelling: Why It Works

WRITTEN BY Tim Lewis ON 05.19.25

You’ve seen it a hundred times—even if you didn’t realize it. A young underdog answers the call to adventure, faces trials, gets help from a mentor, overcomes the odds, and returns transformed. From Star Wars to The Lord of the Rings to The Matrix, this timeless narrative arc is known as The Hero’s Journey—and it’s just as powerful in business storytelling as it is on the big screen.

What Is the Hero’s Journey?

First mapped by mythologist Joseph Campbell in The Hero with a Thousand Faces, the Hero’s Journey is a storytelling structure that resonates across cultures and centuries. It typically follows this path:

1. The Ordinary World – The hero’s starting point.
2. The Call to Adventure – A challenge or problem arises.
3. Refusal of the Call – The hero hesitates.
4. Meeting the Mentor – Help appears.
5. Crossing the Threshold – The hero commits and begins the journey.
6. Tests, Allies, and Enemies – The hero faces obstacles and learns.
7. The Ordeal – A major crisis or challenge.
8. The Reward – Success, insight, or transformation.
9. The Road Back – Returning to the world changed.
10. The Resurrection – A final test proves the hero’s growth.
11. Return with the Elixir – The hero brings value back to their community.

Sound familiar? That’s because it mirrors the emotional journey people go through in real life when they’re trying to solve a problem, take a risk, or build something new—which is exactly what business is all about.

Why It Works in Business

Business decisions—whether B2B or B2C—aren’t purely rational. They’re emotional. The Hero’s Journey taps into universal human experiences: struggle, growth, hope. It’s a narrative structure people feel as much as understand.

When your brand tells stories using this arc, you’re not just listing features or benefits. You’re showing how transformation is possible. You’re helping your audience see themselves in the story.

How to Use the Hero’s Journey in Your Business Story

Here’s how the classic arc translates into the business world:

• The Customer Is the Hero – It’s not about your brand. It’s about the customer’s journey.
• Their Challenge Is the Call – What problem are they trying to solve? That’s their call to adventure.
• Your Brand Is the Mentor – You’re the guide with the tools, experience, or insight to help them succeed.
• The Resolution Is the Transformation – What’s life like after they’ve worked with you? That’s their return with the elixir.

Show the arc. Make it emotional. Let the customer be the hero.

Final Thought

Business storytelling isn’t about spinning a tale—it’s about connecting. The Hero’s Journey is one of the most powerful frameworks we have to do just that. Use it well, and your audience won’t just listen. They’ll see themselves in the story—and they’ll remember who helped them succeed.

Want help crafting a customer hero story for your brand? Let’s talk.