Business is personal.
It always has been.
And no matter how automated, optimised or AI-enhanced we become, one thing will always remain true:
People buy from people.
And they especially buy from people they like.
Now, that doesn’t mean you need to be the most charming person in the room.
But it does mean you need to show up like a human being—not just a logo.
I see this mistake all the time.
Owners trying to market from behind a curtain.
Polished websites. Perfect taglines. Flawless stock imagery.
But no soul.
No voice.
No you.
And here’s the punchline: your competitors are doing the same.
Which means the person brave enough to show up with personality wins.
Let me give you an example.
I work with a business owner in the recruitment space. Her LinkedIn feed used to look like a corporate brochure.
Safe. Polished. Dead boring.
She got the occasional like. Never a lead.
So, we ripped it all up.
She started sharing real stories—behind-the-scenes moments, failures, funny client comments.
She posted a photo of her dog eating a CV.
She told a story about crying after losing her biggest client.
She posted a voice note thanking her network for the support.
And her engagement?
Tripled.
But more importantly—her inbound enquiries doubled within six weeks.
Because people started to feel like they knew her.
And when people feel like they know you, they start to trust you.
And when people trust you… they’ll buy from you.
So here’s the challenge I’ll leave you with today:
👉 If your next 10 posts, emails, or website updates were stripped of your logo—would anyone know they came from you?
Or have you become another bland brand in a sea of sameness?
Let’s change that.
Today.
To showing up as you,
James