V is for Vulnerability: and the Bridge to Customers who will Feel You


A close friend recently said that she doesn’t feel her website service provider, meaning that the service provider is too quiet and distant for her appreciation. This is a service provider who is distant, and in essence not vulnerable enough. 

Often vulnerability is confused with being weak and meek. If you look at the definition of the word, “vulnerable,” it’s probably not the way you want your business to be described. You will see everything from, “capable of or susceptible to being wounded or hurt” to “open to moral attack, criticism, temptation.”

But here is where it gets interesting:

The more vulnerable you are when it comes to your work, creativity and art (and it could be a Blog post, a business proposal or poetry), the more people tend to look at it (and feel it) differently.

When something comes from the heart, people are able to feel it and appreciate it but when you are just dragging your feet and going through the motions, people notice and walk away.

I prefer to define vulnerable as someone who is doing something with an open and honest heart, and the expression of that bears to light in the output of what she does.

It’s when you can feel the heart and soul of the person who created something. In being this way, yes these creators are susceptible to being wounded, and yes they are open to moral attacks, but in the same instance, they are showing their truth.

When you pour your heart and soul to something, you are vulnerable, but at the same time you are creating your art, your craft, your are expressing your creative spirit in your work. Some people will get it, some people won’t, and that’s okay because your art is not for everyone, its for those who will get it.

The world of business is becoming one of the great cathedrals of spirit. Businesses are becoming places in which meaning can be created, in which mutuality begins to happen. Business is the force in the world that is fulfilling every major value of the great spiritual traditions: intimacy, trust, a shared vision, cooperation, collaboration, friendship, and ultimately love. After all, what is love at its core? It is the movement of evolution to higher and higher levels of mutuality, recognition, union and embrace.

The world of business is becoming a platform to express one’s soul and connection. You are not going to connect with people if you are not vulnerable.

Rappers, artists and other soulful people always say “I feel you” when referring to connection. If your customers don’t “feel you”, they won’t connect with you, if they don’t connect with you, they have no reason to care.

Vulnerability is the bridge to connection. When you are vulnerable, people feel you, not everyone will feel you, but those who matter will.

When you are vulnerable, you are authentic, you are real, not fake.

Let your real self be seen (and felt).


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