For generations, the manual for business and leadership was written in an ink of infallibility. Brands were meant to be flawless fortresses, and leaders were stoic, unflappable figures. The prevailing wisdom was that to command respect and trust, one must project an image of absolute perfection. But in our hyper-connected, deeply human world, this glossy veneer has not only lost its shine—it has become a liability.
Today, the brands and leaders who are forging the most resilient, loyal, and deeply engaged communities are the ones who have dared to tear up the old playbook. They understand a profound truth: perfection creates distance, but imperfection builds a bridge. Showing your human side, with all its quirks, occasional missteps, and authentic character, is no longer a risk. It is the most direct path to creating unbreakable human connections.
The Psychology of Perfection: Why Flawlessness Fails to Connect
The pursuit of a perfect image is rooted in a deep-seated fear of judgment. We believe that if we reveal our flaws, we will lose credibility and respect. However, psychology reveals the opposite is often true. This phenomenon is known as the Pratfall Effect.
First identified in the 1960s, the Pratfall Effect demonstrates that our appeal often increases after we make a mistake. When a competent person or entity makes a blunder (like spilling coffee on themselves), their human fallibility makes them more relatable, approachable, and likable to others.
Why does this happen?
- It Shatters Intimidation: A flawless brand or leader can be intimidating. Their perfection creates a subconscious barrier, making them seem unrelatable and “other.” A mistake or a moment of vulnerability shatters this illusion, inviting people in.
- It Signals Authenticity: In a world saturated with curated feeds and polished corporate messaging, people are starved for reality. A moment of imperfection is a powerful signal of authenticity. It proves there are real, living, breathing humans behind the logo.
- It Gives Others Permission to be Human: When a brand or leader owns their imperfections, it creates a safe space for their audience. It sends the message, “You don’t have to be perfect either.” This shared vulnerability is the bedrock of genuine community.
Renowned researcher and author Brené Brown has spent decades studying the power of vulnerability, concluding that it is “the birthplace of innovation, creativity, and change.” It is also, crucially, the birthplace of trust.
The Human Side in Action: Brands That Get It Right
The shift from corporate polish to human connection is not just a theory. It’s a proven strategy successfully employed by some of today’s most beloved brands.
- Oatly: The Quirky Confidante: The oat milk brand has built an empire on its distinctly human, self-aware, and often self-deprecating voice. Their packaging and ad campaigns are filled with rambling, personal-feeling copy that reads more like a friend’s text message than a marketing slogan. They acknowledge their own advertising, question their own motives, and talk to their audience with a level of candidness that is both jarring and incredibly endearing.
- Wendy’s: The Witty and Imperfect Personality: Wendy’s social media presence famously shed the safe, boring corporate voice in favor of a sassy, witty, and unapologetically opinionated personality. By engaging in playful roasts and hopping on trends with a human-like speed and humor, they transformed their brand from just another fast-food chain into a cultural commentator people genuinely want to interact with.
- Patagonia: The Flawed Activist: While Patagonia is a leader in corporate responsibility, they are also radically transparent about their own shortcomings. They openly publish articles about the environmental damage their own supply chain causes and the challenges of becoming a truly sustainable business. This honesty doesn’t weaken their brand; it strengthens it immeasurably, building a foundation of trust that makes their activism feel genuine, not performative.
How to Intentionally Show Your Human Side (Without Sacrificing Professionalism)
Embracing imperfection doesn’t mean being sloppy or unprofessional. It’s a strategic choice to be authentic. Here’s how to do it effectively:
1. Swap Corporate Speak for Human Conversation
Review your website copy, your social media posts, and your email newsletters. Are you using jargon and “business-speak,” or are you writing like a real person?
- Instead of: “Our synergistic solutions leverage next-generation paradigms to optimize user outcomes.”
- Try: “We built this tool to make your workday easier by solving [specific problem].”
2. Tell Stories, Not Just Specs
Facts and figures appeal to logic, but stories appeal to the heart. The human brain is wired for narrative. Share the stories behind your business.
- The “Why” Story: Why did you start this business in the first place? What personal mission drives you?
- The “Behind-the-Scenes” Story: Show the messy, unglamorous process of creating your product. Share the faces and stories of the people on your team.
- The “Mistake” Story: Talk about a time you failed, what you learned from it, and how it made your business better. Owning your mistakes is one of the most powerful ways to build trust.
3. Admit When You Don’t Know (or When You Messed Up)
There is immense power in the phrase, “We got that wrong.” If a product launch has a bug, or a campaign misses the mark, don’t hide it. Address it head-on. Acknowledge the issue, apologize sincerely, and be transparent about how you’re fixing it. Your customers will reward your honesty with their loyalty.
4. Let Your Personality Shine
Are you funny? Are you deeply passionate and geeky about your industry? Are you a caring and empathetic teacher? Whatever your authentic personality is, let it infuse your brand’s communication. A brand with a distinct personality is a brand people can form a relationship with. A brand with no personality is just a utility.
5. Engage with Spontaneity and Empathy
Move beyond scheduled, pre-approved posts. Engage with your audience in real-time. Respond to comments with genuine thoughts, not canned responses. Ask questions, listen to the answers, and join the conversations that are relevant to your community.
The world is tired of perfection. People crave connection with the real, the relatable, and the authentic. By daring to show your human side, you give your audience something far more valuable than a flawless image: you give them a reason to trust you, a personality to connect with, and a community to belong to. In today’s economy, that is the ultimate competitive advantage.