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2. The Hero aka Reuben The hero's main motivator is to prove their worth, and their greatest fears are weakness and failure. Think Erin Brokovich or Michael Jordan. At their best they are brave, determined and skilful – at their worst they are arrogant, aggressive and ruthless. Hero customers value quality and efficiency in their products. They like to think their consumer choices will put them ahead of everyone else, and aren’t likely to be swayed by cute or funny adverts. Hero brands promise triumph. Hero businesses promote themselves as good quality and superior to their competition. The worst thing…
