The core ingredients

Breaking down the 17 chapters of The Hero's Journey

Have you ever wondered why some stories capture our imagination and stay with us long after we finish reading or watching? The answer lies in the power of the Hero's Journey, this storytelling framework has been utilized for centuries.

In this lesson, we'll explore the 17 steps of the Hero's Journey and how they can be applied to both literature and business.

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(1) The Call to Adventure / Action

The call to action often pulls on emotional factors in fiction. It places the hero’s friends, family, or self, at risk if they do not take an action. Think of Frodo receiving the Ring in "The Lord of the Rings" or Harry Potter discovering he's a wizard and needs to learn his craft. The Call to Adventure sets the stage for the hero's journey and a good plot.

• In fiction: the call to action often pulls on emotional factors. It places the hero’s friends, family, or self, at risk if they do not take an action.
• In the customer journey: the call to action is usually a problem someone is facing regularly that needs urgent addressal or it will get worse.  
  

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(2) Refusal of the Call

For fictional heroes, the refusal of the call comes when the hero is presented with an alternative, supposedly better way of living, but they refuse it for fear of leaving what they know.

This is an automatic psychological refusal when it comes to customers, and why so many companies focus on inbound marketing efforts. Customers know the way they are doing things is not sustainable, however, they’re also comfortable with how they’re doing things and are more afraid of change.

• In fiction: The hero initially resists the call to adventure due to fear, self-doubt, or reluctance. In "The Hobbit," Bilbo Baggins initially refuses to join the dwarves on their quest.
  
• In the customer journey: Customers may hesitate to take action due to uncertainty about change or reluctance to invest resources. They might refuse to adopt a new technology solution because they fear the learning curve or losing their current way of doing things—which works!
  

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(3) Supernatural Aid

This aid doesn’t always need to be supernatural, but it’s aid nonetheless—and can seem un-worldly to your heroes. In business, the supernatural aid is often presented as your product, and it’s when your customers are in the product awareness stage of their customer sales cycle.

• In fiction: The hero often receives assistance or guidance from a supernatural or wise figure. In "The Lion King," Simba receives guidance from the spirit of Mufasa.
  
• In the customer journey: Customers find supernatural aid in your product's offering: "Wow, it can do my task 7x faster than my current solution!?"
  

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(4) Crossing the Threshold

This is when your hero officially steps into a new world, and is guaranteed to come back changed. Or, not come back at all.

In the Software as a Service (SaaS) business model, this is when your heroes (your customers) enter your digital products, and you need to rely on your onboarding and retention strategies to change them.

However, when it comes to fiction, this is when your hero steps out of their comfort zone and begins the big adventure.

• In fiction: The hero leaves their familiar world and enters a new, unfamiliar one. For example, in "Alice's Adventures in Wonderland," Alice enters Wonderland through a rabbit hole.
  
• In the customer journey: Customers take the first step toward change by committing to a new solution or approach. This may involve signing a contract, entering a playground or freemium version of your product, or starting a free trial.
  

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(5) Belly of the Whale

Otherwise known as the point of no return. This micro-chapter sees your hero encounter their first big problem in their new world. Your character needs to overcome this problem head-on, rather than run from it, back to their old world—which is no longer there for them, as they’ve already crossed the threshold we previously mentioned.

• In fiction: The hero faces a major challenge or ordeal that tests their resolve. This can be seen when Odysseus is trapped in the belly of the sea monster Scylla in "The Odyssey."
  
• In the customer journey: Customers encounter obstacles and challenges during the implementation or adoption phase of a product or service. These challenges can be seen as the "belly of the whale" moment, they are also known as causing friction.
  

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(6) The Road of Trials

From here on, true character building begins, and your opportunity to have your readers fall in love with your hero. The road of trials is often what’s considered the filling of the story. It can span hundreds of pages or a few chapters. It encompasses all the challenges your hero faces.

Your reader now knows your hero’s past, and so can understand how and why they react to the challenges they face. This is an important time in your journey to create empathy from your readers for your heroes.

• In fiction: The hero encounters a series of challenges, tests, and enemies on their journey, such as the challenges faced by Harry Potter throughout the series.
  
• In the customer journey: Customers encounter various tasks they'll need to do in order to fully benefit from the app.
  

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(7) Meeting with the Goddess

Remember that the Hero’s journey originates from myth. Your hero doesn’t have to meet a goddess exactly, but more a character that gives the same sense of comfort and guidance that people find there.

Depending on the context of your story and your niche will depend on what this "goddess" character looks like. Don’t be afraid to use symbolism and metaphors to help imply a character’s aid to your hero’s journey.

• In fiction: The hero often encounters a wise mentor who provides guidance and training. In "Star Wars," Luke Skywalker receives training from Jedi Master: Yoda.
  
• In the customer journey: Customers benefit from expert support and guidance, whether through training sessions, live customer support, self-serve content, or consulting services provided by the business.
  

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(8) Woman as the Temptress / Avoiding Temptation

Of course, things have progressed a little since heroes were male-only figures prone to be led astray by women.

A modern story can have temptation come in many forms, be it people, places, things, or something else.

• In fiction: The hero must resist temptation, such as when Frodo resists the allure of the One Ring's power in "The Lord of the Rings."
  
• In the customer journey: Customers may face temptations to revert to old habits or abandon the new solution. Effective customer support and in-app engagement strategies are essential to help them stay on track.
  

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(9) Atonement With the Father

This is the big reveal. The moment your hero realizes the true reason for their entire journey. It’s also known as the plot twist, and can be something your audience doesn’t see coming. It’s as big of a realization as it is for your reader as it is for your hero.

• In fiction: The hero confronts a significant adversary or reconciles with a father figure. In "The Lion King," Simba confronts Scar.
  
• In the customer journey: Customers overcome their biggest challenge with your product in hand.
  

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(10) Apotheosis

After your hero’s realization, comes the awareness of their power and their empowerment to achieve their higher purpose. This is often a breath of new life into your story and can excite your reader to continue reading.

• In fiction: The hero reaches a point of enlightenment or realization. In "The Matrix," Neo achieves a state of enlightenment and mastery.
  
• In the customer journey: The Aha! Moment! Customers reach a point where they fully understand the benefits and capabilities of the product or service, leading to increased satisfaction, loyalty, and exploring a paid subscription.
  

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(11) The Ultimate Boon

The big scene in your novel. Everything has amounted to this one moment for your hero, and it can be the make or break of your hero’s journey.

• In fiction: The hero attains the ultimate goal or reward, such as Frodo destroying the One Ring in "The Lord of the Rings."
  
• In the customer journey: Customers achieve their desired outcomes and goals by successfully implementing and utilizing the product or service.
  

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(12) Refusal of the Return

The “boon” aside, it’s time for your hero to return to their old life or their new normal. There’s no doubt your hero is changed because of what’s happening to them, so there can be a reluctance to return, or a refusal to return altogether if there is no change.

• In fiction: The hero may resist returning to the ordinary world after their transformative journey. This is seen when Odysseus hesitates to return to Ithaca in "The Odyssey."
  
• In the customer journey: Customers may hesitate to return to their old ways or previous solutions, having experienced the benefits of the new product or service. They might resist reverting to outdated practices and will invest in a paid plan. This is often the end of a free trial. Or when a freemium plan is maxed out.
  

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(13) The Magic Flight

The magic flight is one last hurrah for your novel. Just as your readers start to relax, thinking the thick of the story is over. It can be one final attempt from your villain, or a subsidiary effect of the ultimate boon.

This is great for adding spice to your story and keeping your readers on the edge of their seats.

• In fiction: The hero often faces a chase or escape scenario, like when Aladdin escapes the Cave of Wonders.
  
• In the customer journey: This is the offboarding of their old way of doing things and could be an attempt from their previous SaaS to try and retain them.
  

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(14) Rescue from Without

Upon the magic flight, your hero will receive aid once more from their goddess-like character or supernatural aid character that we met earlier in the story.  

• In fiction: The hero may require external assistance to complete their journey, as seen when the Eagles rescue Frodo and Sam in "The Lord of the Rings."
  
• In the customer journey: Customers may need ongoing support, updates, or discounts from your business to assure them the new pathway is the best one.
  

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(15) Crossing the Return Threshold

At long last, your hero finally manages to return to their old world. Be that on their own and changed, or with someone or something that will change them.

Your reader can start to relax as you begin to establish your happily ever after.

• In fiction: The hero returns to the ordinary world but is forever changed by their journey, as in the case of Harry Potter returning to the Dursleys after defeating Voldemort.
  
• In the customer journey: Customers integrate the new solution into their everyday operations, benefiting from the transformation it brings to their business.
  

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(16) Master of Two Worlds

Upon their return, your hero becomes a master of two worlds. Both the one they ventured out into and the one they’ve returned to. They can return a hero, having lived an unimaginable adventure on the other side of the threshold.

• In fiction: The hero attains mastery not only in the special world of adventure but also in their everyday life. This is evident when Neo becomes The One in "The Matrix."
  
• In the customer journey: Customers become proficient in using your product or service and leverage it to excel in their industry or business.
  

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(17) Freedom to Live

Closing out your story, your hero needs to find some sort of peace. Yes, they have changed, and their life will never be the same. However, they have changed for the better and are able to live a better life than they had before their adventure.

• In fiction: The hero achieves a state of freedom and contentment. For example, in "The Shawshank Redemption," Andy Dufresne finds freedom and a new life.
• In the customer journey: your customers become an ambassador of your product, recommending it to their community and supporting your continued growth.
  

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And that's a wrap!

The Hero's Journey provides a framework for creating powerful and engaging stories that captivate audiences and resonate with them on a deeper level. By understanding its 17 steps and how they apply to both fiction and business, we can gain valuable insights into the art of storytelling and its impact on our lives. It’s important to keep this in mind if you want to retain SaaS customers. Once you’ve delivered these experiences, challenges, and learnings to someone, they’re more likely to return over the threshold with your product under arm, and they shouldn’t be able to imagine a life without it.  

You do not need to implement every one of these steps into your own stories in order for them to be successful. Some of these steps may not be relevant to the story you’re trying to tell. However, if you do borrow from this storytelling framework on a smaller scale, it will give your stories a more relatable arch, and take your reader or viewer on an emotional rollercoaster that has proved successful time and time again.