Most successful stories tap into the good v bad theme. 

That’s why we cheer for our heroes and detest the villains. 

The war in eastern Europe is a real life story that is going on between two leaders who are defining those two roles to the fullest. 

Russia’s President Vladimir Putin became the bad guy when he attacked Ukraine last week.

Ukraine’s President Volodymyr Zelenksy became the good guy when he and his people decided to risk their own lives for Ukraine’s freedom.

They are both at the opposite ends of the spectrum – such opposites, that Putin is even facing bold protests from his own countrymen in Russia for attacking Ukraine.

It seemed as if a bold but hapless Ukraine would get run over in a few days because the EU and NATO didn’t do anything to protect Ukraine.

And then the good guy decided to step up, stand up, and speak up, and soon nations around the world started to sanction Russia daily.

The winner in most stories is the hero, the good guy. 

As brand owners, we think we are the heroes.

But the best brand owners know that we are just the hero-makers and that our customers are the real heroes, the good guys who need to win their wars.