Business acumen and a strong product are important for entrepreneurs, but one of the greatest and often overlooked strengths of entrepreneurs is vulnerability.
Kiah Twisselman Burchett didn’t set out to be an entrepreneur. But as she began sharing her health journey and honest experiences while working a full-time job, people became interested in following in her footsteps. Her life coaching company, Coach Kiah, was soon born.
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Kiah believes vulnerability is one of the most important skills for entrepreneurs. Customers need to feel connected to the brand and the person behind it, no matter what product or service you sell. Too often entrepreneurs think they are supposed to be the experts and have everything figured out. But being vulnerable and showing the human side to a business creates a community of customers who connect with the entrepreneur on a different level.
Along with vulnerability comes storytelling. People resonate with stories, and being able to share honest and vulnerable stories shows customers and potential customers what things are like behind the scenes. Strong stories build connections and give a face and human feel to the business. Social media makes it possible and easier than ever to share authentic updates through a blog, Instagram, YouTube, or many other channels that meet customers where they are.
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Kiah says bringing customers along and making them part of the story is incredibly powerful. That often requires getting outside your comfort zone and showing parts of the business or your life that are messy and imperfect. But as Kiah says, stories are what allow customers to see themselves in the entrepreneur and business and are one of the most powerful things you can do.
Embracing vulnerability and sharing stories can be intimidating. Kiah recommends giving yourself permission to start where you are with what you have. You might not have the biggest business or fanciest life, but embracing the journey of entrepreneurship and sharing it can be hugely beneficial to your brand and business.
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