Every Batman Needs an Alfred
Heroes, Villains, and the Stories We Tell
Stories have been here longer than us.
30,000 years, at least.
And they’ll be here long after we’re gone.
They hold the threads of culture.
Tradition.
Identity.
From cave walls to campfires.
From books to film.
Stories have always been mirrors.
Reflecting fears.
Hopes.
Dreams.
They help us make sense of where we’ve been.
They show us where we stand now.
They let us imagine what could be next.
I don’t know if there’s a formula to telling them well.
But when I look back, I see patterns.
It usually starts with knowing who I’m speaking to.
Sometimes it’s just a handful of people.
Sometimes it feels like a tribe.
Sometimes it’s the whole world.
And sometimes… it’s only a future version of me,
trying to send back a note.
What makes a story land isn’t complicated.
It’s purpose that feels clear.
Characters that feel alive.
Moments that carry emotion you can’t fake.
Images that stick.
Themes that matter.
And enough honesty that the feedback humbles you.
Nike understood this early.
They didn’t just know their runners’ shoe size.
They knew how they ran.
Where they ran.
What they were chasing.
It was never just about selling shoes.
It was about building trust.
Giving their people a genuine edge.
That reminds me of something I’ve come to call the Alfred principle.
Your customer is Batman.
Not you.
They don’t want Robin.
They want to be the hero.
So you show up like Alfred.
Not centre stage, but always there.
Trusted.
Handing them the belt, the suit, the tools, the car.
Everything they need to rise.
Nike gave its runners the edge.
Apple gave its rebels the tools.
Always in service of something bigger.
Because every Batman needs an Alfred.
Every hero needs a guide.
And without a villain…
there’s no story worth telling.
So if you need a villain
to make sense of the story…
I’ll play the part. 😉
