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The Logistics of Logistics Podcast

Mar 30, 2021

Make Heroes, Make Money with Steve Elwell

Joe Lynch and Steve Elwell discuss the concept of “make heroes, make money,” which relates to making customers and prospective customers the hero. Many salespeople and companies forget this principle and position themselves as the hero. Customers don’t want to be shown up by an outside company saving the day. They would rather be seen as the hero who picked a great partner to assist them in saving the day.

About Steve Elwell

Steve Elwell is the Founder of iDev Partners, which is a business consultancy focused on turnaround, growth, and Improvement. Steve brings a strategic and practical approach to the challenges of leadership and business profitability. He is an expert in the growth and turnaround of small and medium manufacturing, logistics, and technology businesses. He led the turnaround of 6 troubled companies and started 2 new businesses. He successfully recruited and led 6 sales forces, introduced dozens of new products, and entered 10 new markets. As a retained executive search consultant, he built C-suite leadership teams for clients in a variety of industries. Steve earned a BA in Economics and Management and an MBA.  He lives with his family in suburban Detroit.

About iDev Partners

iDev Partners provides growth and turnaround services to owners and executives of small and medium-sized automotive, industrial, and technology businesses. Areas of focus include new market entry, new product development, sales effectiveness, partnerships and alliances, operational excellence, and financial management.

Key Takeaways: Make Heroes, Make Money

  • In the podcast interview, Steve and Joe discuss principles from the book, StoryBrand by Donald Miller. StoryBrand is a fantastic resource for sales and marketing professionals. In the book, Donald Miller explains why marketers and salespeople should position the customer as the hero.
  • Principle 1: The customer is the hero, not your brand.
  • Principle 2: Companies tend to sell solutions to external problems, but customers buy solutions to internal problems.
  • Principle 3: Customers aren't looking for another hero; they're looking for a guide.
  • Principle 4: Customers trust a guide who has a plan.
  • Principle 5: Customers do not take action unless they are challenged to take action.
  • Principle 6: Every human being is trying to avoid a tragic ending.
  • Principle 7: Never Assume People Understand how your brand can change their lives – tell them.

Learn More About Make Heroes, Make Money

Steve Elwell

iDev Partners

Avoiding Fear, Uncertainty, and Doubt in Sales with Steve Elwell


The Logistics of Logistics Podcast

The Logistics of Logistics Podcast