A framework to clarify roles in your story: The user is the Hero, and you (or your product) are the Guide.
They have a problem they cannot solve. They are often weak, confused, or stuck. They need help to achieve their goal.
You have the empathy to understand their pain and the authority (competence) to solve it. You give them a plan and call them to action.
Never position your brand or product as the hero. Heroes are self-centered. Guides are helpful. Be Yoda, not Luke Skywalker.