The Hero Trap

by Thomas Kolster

Most companies today are firmly on the social and environmental issues ‘bandwagon’, like bees around a honey pot, from plastic in oceans through to diversity. As a result, people are increasingly distrustful of these efforts which they view as cheap marketing stunts meant to wow people into buying more. "Try to fly like a superman, and you will come down like a tin of soup." Market economists have long told us that we’re driven only by money and status, but the inherent human truth that cuts across age, culture and gender uncovers a stronger we wish to be in charge of our own lives and our own happiness. Through extensive growth and affinity research, world-renowned purpose-pioneer, Thomas Kolster, uncovers a simple answer that is key to driving marketing growth in the 21st if you put people in control of the marketing mix, from products to promotion, they can grow and in turn grow your organisation. This book explains the meteoric rise of a company like AirBnB, how a 20-something Swede, Maria de la Croix, built a global coffee empire like Wheelys in just a few years, and how a group of friends hanging out in a bar in Melbourne created one of the largest global non-profits fighting for men’s health, Movember – and how you can empower people to do the same. Today’s power no longer rests in the hands of the privileged few, but in the talented many. It is time for you to unleash that power, in numbers. Drawing on top-line marketing case studies and in-depth interviews, Kolster demonstrates how people are truly motivated to act when they’re in charge of their own life and happiness. ‘Who can you help me become?’ is the one essential question you need to be asking and acting on to chart a new course for your organisation, changing behaviours at scale and unlocking sustainable growth that benefits all.

282 pages, Paperback

Published June 17, 2020

Reviews

[Dr. Anju · Rating 5 out of 5]

‘The Hero Trap’ is quite a timely book as the markets ‘unlock’ after the Great Lockdown due to COVID 19. Customers are deferring purchases and looking at their actual needs. Frugality is a top priority lesson in the families. Where does this drive the businesses, the marketers and the advertisers?! There are answers that lay in this book, which in principal revolves around ‘self-actualization’- the new paradigm.
Thomas Kolster who is a very inspired creative consultant, marketing activist, speaker and author, has been pushing brands for doing ‘good;’ for people and the planet. Popularly called as Mr. Goodvertising (his previous book in 2012), Thomas was probably anticipating brands swarming around like bees for the ‘goodness’ honeypot. Everyone trying to be the SUPERHERO saving the planet or doing a social cause uplifting people. While there has been lot of good, there has also been whitewashing, greenwashing and pinkwashing. Resulting into customer skepticism; obviously!
Thomas brings some great examples from the global industry’s who’s who, small business owners to some real game changers and influencers; combining his thoughts with great insights. With rising trends of disruptive communication and the power of social media there are HEROES out there in the masses, your customers. People follow real people, real stories, real effort, and are willing to collaborate and participate for the real impact.
The Great Lockdown has made people to re-think, re-design their lifestyles. With this nature imposed pause, it was the time for great realization. That it is not the materialistic things that people care so much about anymore. They saw themselves on the top of the Maslow’s pyramid- seeking and transforming!
The brands can no longer think only about sales and profitability just by pushing products (even with some green sentiments). By actualizing their customers’ dreams, brands will gain trust. Letting people take control in the marketing mix- that’s empowerability, as per Kolster.

Dr. Anju Dave Vaish
Creative Consultant: External & Internal Communications|TRYforGOOD.com

[Paul White · Rating 5 out of 5]

Thomas Kolster once again offers a well-researched, well-reasoned stance on brands and branding. Here, he looks at how brands have become too focused on themselves, falling into the 'Hero Trap'. Rather than focusing on helping their customers improve their lives or transform themselves, he points out that most brands just keep on looking inward.
Making a great case, he points out the brands who want to 'win' in the modern market should be focusing on WHO they can help people become. This is a new lens through which to look at brands and branding and one that all of us in the industry should spend some time thinking about.
A great read and very highly recommended! This could change a huge part of your thinking - isn't it time we looked at things in a new way?