Just make the customer, the user or ‘whatever-you-call-this-person’ the Hero of the Story.
“(…) the best services are those that allow us to tell our stories. And the next challenge in design is based on the fact that more and more objects are connected. The amount of data available about all of us and our environment is growing tremendously. But what to do with this data? Our lives are not made up of data, but of choices: a thousand small choices everyday. And stories. Data becomes valuable when it is interpreted by humans. We have to make sense out of it. And we should use it to tell better stories, richer stories from which we can benefit.”