In making the ad that sells, it is not about you, or your product, or your company.
Yes, branding is okay. Being perceived as the expert, as trustworthy, is okay.
Having a great product is okay – even great.
But before all the smoke and mirrors, before the hype about your product and its features and its details and what sets it apart from everything else – you have to zero in on what is important, zero in on the hero in the story.
The customers.