The Man Behind the Myth: Should We Question the Hero’s Journey? - Los Angeles Review of Books

The Man Behind the Myth: Should We Question the Hero’s Journey? - Los Angeles Review of Books

Bridging the Gap Between Product and CX

In the world of storytelling, one name stands out as a beacon of inspiration: Joseph Campbell. His concept of the Hero's Journey, also known as the Monomyth, has become a staple in literature and film. However, as we delve deeper into the mythological tales that Campbell drew upon, we begin to question the true nature of the hero's path.

One of the most troubling aspects of Campbell's Monomyth is its omission of the harsh realities found in Greek heroic myths. Heroes, such as Herakles, Achilles, and Odysseus, are not without their flaws and dark deeds. They hurt people, threaten families and cities, and commit unspeakable acts of violence. This stark contrast to the glorified hero we often envision raises the question: should we question the hero's journey?

Campbell briefly mentions stories from Buddhism, Aztec myth, and Ovid's Metamorphoses as examples of virgin birth, but fails to fully explain how this fits into the heroic cycle. This lack of clarity leaves us wondering about the validity of his theory. Is it truly a universal structure inherent in global myths, or is it simply a mythological concept borrowed from various sources?

Despite these doubts, Campbell's theory has had a profound impact on popular culture. From Star Wars to Disney's Aladdin, the influence of the hero's journey is evident. However, we must remember that Campbell's theory is just that - a theory. It is not an absolute truth, but rather a framework that can be interpreted and applied in various ways.

In a similar vein, the world of business often finds itself divided into silos, with Product teams and Customer Experience teams working independently. This separation can hinder the overall success of a company. A common concern raised by professionals is the fear that focusing on the customer will detract from the product itself.

Customer Experience (CX) is the culmination of all interactions a customer has with a brand throughout their relationship. It encompasses not only the tangible aspects of a product, but also the emotions and perceptions associated with those interactions. On the other hand, Product Experience focuses solely on the interactions a customer has with a product, including design, features, and overall value.

To fully understand the importance of User Experience (UX), we turn to Don Norman, the man who popularized the term. According to Norman, UX encompasses all aspects of the end user's interaction with a company, its services, and its products. Unfortunately, these crucial elements of the overall customer experience are often fragmented, with CX teams and Product teams working separately and withholding vital information.

To bridge this gap, it is essential for organizations to foster collaboration between these two teams. By sharing knowledge and insights, Product and CX teams can work together to create a seamless and holistic experience for customers. Here are three actionable pieces of advice to facilitate this collaboration:

1. Foster open communication: Encourage regular meetings and discussions between Product and CX teams. Create a safe space where ideas can be shared and feedback can be given without judgment. This will help break down the barriers that often exist between these teams.

2. Emphasize the importance of customer-centricity: Remind both teams that their ultimate goal is to create a positive experience for the customer. By aligning their efforts towards this common objective, the teams can find common ground and work together more effectively.

3. Utilize data and analytics: Leverage data and analytics to gain insights into customer behavior and preferences. Both teams can benefit from this information to inform their decision-making processes and create products and experiences that meet customer needs.

In conclusion, while the hero's journey may be a captivating concept, it is essential to question its validity and consider the darker aspects of heroic myths. Similarly, in the business world, bridging the gap between Product and CX teams is crucial for success. By fostering collaboration and emphasizing customer-centricity, organizations can create a seamless and holistic experience that truly meets customer needs. It is time to break down the silos and embrace a more integrated approach to product and customer experience.