Understanding Vulnerability in Business

Recognizing the concept of vulnerability can significantly enhance your ability to attract and assist clients—provided you understand that "It's not about you."

I once recounted a personal story in a casual gathering, and afterward, someone praised me for my "vulnerability." I was taken aback; I hadn’t intended to be vulnerable. The specifics of my story are lost to memory, but I clearly remember that I chose to share it for the group’s enjoyment, and they appreciated it.

Many people reference Brene Brown and her work on vulnerability. However, a close reading of her writings reveals that she never advocates for complete openness, particularly in a business context. In her book I Thought It Was Just Me, she narrates an incident from her life where she confided in someone she believed was a friend, only to be met with an overly positive response. In hindsight, she realized she had reached out too soon.

In Daring Greatly, she emphasizes a crucial point:

"Vulnerability is based on mutuality and requires boundaries and trust. It’s not oversharing, it’s not purging, it’s not indiscriminate disclosure, and it’s not celebrity-style social media information dumps. Vulnerability is about sharing our feelings and experiences with those who have earned the right to hear them."

When it comes to your personal life, it's vital to set aside the notion of vulnerability during marketing efforts. Your potential clients typically do not have the right to access every detail of your personal experiences. However, there is a significant opportunity to acknowledge vulnerability in your interactions with clients, as they often come to you in a state of vulnerability themselves.

In I Thought It Was Just Me, Brene Brown highlights that even credentialed professionals can unintentionally shame their clients. As a business owner, it’s essential to consider how your clients feel. Many may feel vulnerable simply by seeking your services, admitting that they are unable to manage certain issues on their own, or that they've found themselves in a difficult situation.

This sense of vulnerability is personal and unique. For example, while it’s easy to understand the fear someone might have when contacting a DUI lawyer, many people also feel intimidated when reaching out to tech support, financial advisors, life coaches, or even lawn care services.

To address this, your communication should explicitly convey a non-judgmental stance. A life coach I know emphasizes, "I’m the least judgmental person you’ll ever meet."

Clients often come with emotional baggage shaped by previous experiences. In his book Tapping for Health, Nick Ortner shares numerous accounts of individuals who faced shame from their doctors. He recounts distressing stories where medical professionals bluntly declare, "There's nothing we can do. You're gonna die," and then leave the room. Those who have experienced trauma from previous professionals may feel apprehensive about hiring you.

If a previous accountant labeled them as spendthrifts, they may hesitate to seek help from another accountant. Similarly, if a past lawyer criticized them harshly, they might delay contacting legal assistance again. Understanding your client's history is crucial.

This is why I believe your client's narrative consists of three components: their problem, the barriers preventing them from resolving it, and what steps they have already taken. Your clients come with vulnerabilities that can significantly influence their decisions.

For more insights on this topic, you can download my free report at http://cathygoodwin.com/baggage. Additionally, this concept is further examined in my podcast episode #51—available on Apple, Spotify, or your preferred platform.

I’m Dr. Cathy Goodwin, a copywriter, storyteller, and strategist dedicated to helping small business owners, entrepreneurs, independent professionals, and solopreneurs enhance their productivity through storytelling as a marketing tool. To learn more, visit the Strategic Storytelling podcast: http://cathygoodwin.com/podcast. If you're looking to refine your marketing approach, consider the Strategic Intensive, which can boost your marketing productivity in just 90 minutes.