Flourish Collaborative Shares an Unpopular Opinion
Editors Note: This is another one of the truth slaying emails I got from Flourish Collaborative. I couldn’t not share it! -JL
The small signs have been there all along: "Do I use "I" or "we" when talking from my brand?" "How much is too much when posting about my life?" "I just lost a major client. How do I muster getting out of bed?" The topic of conversation today seems less about growth, strategy, and service, and more about the inner struggle between two personas at war.
We as an entrepreneurial collective have interchanged brand identity for personal identity. We confused brand stories for personal diaries. We mistook business failures for personal failures. We believed that only raw, personal transparency could build connection and convert to sales. Somewhere along the way, we forgot that we were running a business. Now, we spend more time trying to "crack the code" on sharing personal beliefs, trials, and daily details with an audience than we do giving actual value related to the thing your business offers. There are ways for a business to grow, connect, and thrive without meddling with your private affairs. In fact, businesses have been doing so for years. Having a business is an amazing gift. It allows you to be a part of something much greater than yourself; to do good in larger numbers; to have an impact on people you wouldn't otherwise know. You may be the captain, but you're not the ship; and you're certainly not the crew. Allow yourself the permission to take the weight of giving 100% of your very being to this business and the public sphere off of your shoulders. There is you. There is your business. There is your target. Let's get back to work. - Caty & Erica