In traditional fiction, the protagonist tends to start off as a rather unremarkable character. The understanding is that a ‘normal’ person is more relatable and so makes it easier for a reader to get comfortable with the story. By the end, they transcend their normality and – at least in most cases – become a hero.
But who saw Star Wars: A New Hope and wanted to be Luke Skywalker? Nobody. They wanted to be Han Solo. Han Solo was handsome, but didn’t mind getting dirty. Skillful, but not overeager. Courageous, but not foolhardy. He wasn’t afraid to say and do whatever he felt like. He had flaws, sure, but his aspirations were what matters.
Luke sees the world as black and white (or light and dark, as it were). Han Solo sees the world as it is, as various shades of grey.
That’s what makes the anti-hero such an appealing figure.
I believe the same applies for business. Some consumers are content to settle for what they know, but most others are constantly searching for what works best for them.
Finding your shade of grey is what it’s all about.
Don’t weigh yourself down thinking about what works best for others. Only in fiction can somebody please everybody.
Focus on what works for you. Passion and belief resonates, and there will always be people who value the same things you do. If they don’t, that’s on them.
Become a business anti-hero.