Take a look at the top visited websites such as Google, YouTube, Wikipedia, Twitter, Yahoo!, Amazon, they seem to all share one thing in common: None of them are telling THEIR story but are helping you tell YOUR story.
Donald Miller explains this beautifully about positioning yourself as the Guide and placing your customers as the Hero.
As Miller puts it, if you position yourself as the Hero in your customers story they are going to react with, “That’s awesome. I am a Hero too. I am looking for a Guide to help me though. Good luck on your journey.”
None of these sites are wasting a second of our time with telling their story on how they got here. They are all focused on helping us solve our problems. And they do it each day with a more seamless and fluid experience (one click shopping, dash button, like, share, subscribe).