EPISODE 021 | APPLE PODCASTS | SPOTIFY

I’m very excited about today’s topic, it’s something that means a huge amount to me and is huge in today’s world of business, yet it’s one that’s often misunderstood.

We’re looking at the strength of vulnerability and the power of distinction.

Just yesterday, I was chatting with a friend about the rollercoaster ride of entrepreneurship. She shared how she felt before she started her consulting business, and if you are already a business owner or you are in the early stages of thinking about a new business idea, I think this is something you will be able to easily relate to. There was a distinct moment when she felt her idea was far too unconventional, too ‘her,’ and it scared her. She worried it might not fit into the sleek, professional boxes the business world often expects. But then, she took a deep breath and chose to move forward with her idea and begin the steps to launch her business. And guess what? A few years on, it has been her authenticity and uniqueness that captured her audience's hearts and carved out a niche for her business that no one else could fill, and today she has a highly successful new business, with huge and exciting growth potential.

It’s stories like these that remind me of two transformative books that have helped to shape my approach to business and life, and these are two books that I shared in an earlier episode, number 017, I’ll leave a direct link if you would like to hear the other books that I recommended during that episode, but coming back to this episode and the two books we are focussing on are Brené Brown's 'Daring Greatly' and Seth Godin's 'Purple Cow.'

These books, much like my friend’s experience, challenge us to show up as we are—bold, unique, and yes, sometimes a bit vulnerable.

I’m looking forward to sharing how embracing vulnerability and striving for distinction can not only set us apart but can also lead us to a level of success and fulfilment we never thought possible.

EMBRACE YOUR VULNERABILITY

Vulnerability, as defined by Brené Brown in her ground-breaking book 'Daring Greatly', is a study of belonging, joy, courage, empathy, and creativity. It is the source of hope, accountability, and authenticity. If we want greater clarity in our purpose or deeper and more meaningful spiritual lives, vulnerability is a clear way to achieve this.

In the context of entrepreneurship, vulnerability is the courage to be imperfect, to admit we don't have all the answers, and to ask for help when we need it. It’s about showing up and being seen, truly seen, for who we are and what we believe in, even when there are no guarantees.

vulnerability on SOCIAL MEDIA

Something that I heard recently, as I have been studying a little more about social media and specifically Instagram, Rachel Pedersen a social media business coach shares that often success with Instagram, comes down to four things, each starting with the letter ‘V’.

The first is to create VIRAL CONTENT, this can be achieved through creating posts and reels that tap into current themes, next is VARIED, this is where you are purposefully looking to post messages that will create differences in opinion, so people are engaged in the comments, next is VALUE, where you provide something that genuinely helps others, and finally, and this is the key, VULNERABILITY.

To share aspects of your real life. The accounts that often do well, are the ones where you see the real side of someone, and a little bit into their lives. It need not be their entire lives, in fact, that is something I would never advocate, but it’s so good to hear that the overly polished and creating a seemingly perfect grid of images and videos, is never going to help and support your growth on any social media platform.

REAL-LIFE EXAMPLES

Now, let's look at some leaders who’ve turned vulnerability into their superpower. Think about Howard Schultz of Starbucks. He openly shared his story of growing up in a poor housing complex and how it shaped his vision for a company that would not only serve coffee but also create a sense of community. He wasn't afraid to share his past, his fears, and his dreams. And look where that authenticity took Starbucks.

Or consider Oprah Winfrey, who built a media empire on the foundation of her personal journey and struggles. She’s shared her vulnerabilities with the world, from her difficult childhood to her challenges with personal health. And in doing so, she’s created a powerful bond with her audience. They trust her, they relate to her, they follow her.

And it’s not just individuals. Companies like Patagonia and their commitment to environmental activism show us that when you stand for something greater than profit, when you dare to say, 'This is w ho we are, and this is what we believe,' you do more than sell products—you inspire movements.

backed by experts

So, as we move forward in this episode, I would love you to think about areas in your own life and business where you can be more vulnerable. Not for the sake of it, but looking at the areas where it feels genuine to be vulnerable. Where can you show your true self? How can that authenticity perhaps become a significant cornerstone of your success?

The power of vulnerability in business is further backed by a wealth of knowledge from leading experts in psychology, business, and leadership. In addition to Brene’s words, I would love to share three quotes with you …

First, we have Dr. Alex Richards, a psychologist who specialises in leadership dynamics. Dr. Richards tells us, 'Vulnerability in leadership is not about oversharing or displaying all of one’s emotions. It's about the courage to be human, to acknowledge uncertainty, and to foster an environment where team members feel safe to contribute their own ideas and feedback. This human-centric approach often leads to higher levels of engagement, creativity, and loyalty within organisations.'

Next, we have insights from Ella Jameson, a renowned business coach who has mentored plenty of incredible entrepreneurs. Ella says, 'The moment an entrepreneur embraces their true self, including their professional challenges, is the moment they start to build a brand with a real heartbeat. Customers don’t just buy into a product or service; they buy into the authenticity of the person or team behind it.'

And finally, Michael Tan, CEO of a tech start-up that’s been making waves for its radical transparency, shares his experience. 'Being open about the struggles we faced in the early days of our start-up, especially during investor pitches, was risky. But it paid off. Investors saw the potential not only in our product but in our honest approach to solving problems. That’s what they invested in - our potential to grow and overcome.'

HOW YOU CAN HARNESS & APPLY IT:

Now, carrying these expert insights with us, let's shift gears and talk about how you can bring the power of vulnerability into your own business practice.

It’s really important here that we are completely genuine, our customers are smart and inauthentic vulnerable stories can be spotted a mile away. This isn’t about becoming a victim, or crafting stories for impact and attention; it’s about authentic vulnerability that enhances your story and brand. When we share our challenges and fears, it must come from a place of truth and a desire to connect, not from a place of seeking sympathy or creating a narrative for the sake of engagement.

To ensure that your stories of vulnerability are received as genuine, consider these five points:

1. Reflect Before Sharing: Take the time to truly understand your own story. Reflect on the lessons learned and how they have shaped your business and values. This self-awareness will shine through and resonate with your audience.

2. Purposeful Sharing: Share with the intention of uplifting, educating, or inspiring others, not just for the sake of sharing. Your story should have a clear purpose and contribute to the overall message of your brand.

3. Respect Boundaries: It’s essential to set boundaries around what you share. Vulnerability doesn't mean baring everything to everyone—it means being open about what is relevant and respectful to both you and your audience.

4. Embrace Imperfection: Acknowledge that it's okay not to have all the answers. Your journey, including the missteps, can be powerful teaching moments for your audience.

5. Consistency is Key: Your narrative should align with your brand's actions and values. Consistent behaviour builds trust, and trust is the foundation of any strong relationship, including those with your customers.

my own personal example

As an example, like all of us, there are many, many stories of vulnerability I can and will share, but each time I share them, I do so in the hope and with the clear intention of empowering others, so that others can feel that whatever it is, they can achieve it too.

For example, I openly share my challenges with dyslexia, in fact, I actually see it as a super power, not as a barrier of any form. But, going back to my earlier years at school, that original very strong feeling of not being good enough, no matter how hard I worked and also looking at specific aspects of running a business including specifically copywriting, it has definitely made things a little more difficult. Of course, incredible situations have come from those areas of difficulty (we all know there are incredible positives with dyslexia) … but, it’s the areas where challenges have arisen, this is where it can be hugely helpful and empowering for others to hear and knowing that if you feel similar, that you are not alone. I have had to overcome my dislike and the somewhat intimidating feeling when it comes to writing, and as I have found these game changing solutions, by sharing the full story, I know it will help so many others who feel similar.

It’s important to know that my journey is so far from perfect, in fact, I can support and help people more from the challenges I have faced and the solutions I have found to overcome them, significantly more than from the aspects that I found easier and more natural. And quite frankly, those are really boring stories. And a side note, if this particular example resonates, you will find episodes 013 and 016 on copywriting incredibly helpful, head to those after this episode, I’ll leave links in the show notes for you, to both.

DISTINCTION: BECOME THE PURPLE COW

In today’s saturated market, being just another face in the crowd isn’t going to cut it. It’s the necessity of being distinct that sets successful businesses apart.

Let’s paint a picture. Imagine you’re driving through the countryside, and all you see are fields of very similar looking cows. And then suddenly, there’s a purple cow. Yes, a purple cow! It’s so unexpected, so different, that you can’t help but stop and take notice. This is the essence of Seth Godin’s 'Purple Cow' — the idea that being remarkable is no longer an option for your brand; it’s a necessity.

'Purple Cow' challenges us to put a purple cow into everything we build and do to create something truly noticeable. It’s quite simple, really. In a world of brown or black cows, your business needs to be purple. That means creating products and services that are worth talking about, not because you're louder than everyone else, or strange and odd, but rather, because you are different.

real-life examples: BIG & small

Take, for instance, the revolutionary design of the Dyson vacuum cleaner. James Dyson looked at the common vacuum and saw a way to make it better, more efficient, and without the need for a bag. It stood out, it was discussed, it was, in every sense, a purple cow.

Then there’s the story of Apple. They didn’t just create another computer; they designed an experience. Their products, marketing, and retail spaces all speak the same language — that of innovation, simplicity, and aesthetics. They dared to be different, and their distinctiveness made them not just a brand, but a cultural icon.

These are huge company examples, but you don’t need to be a tech giant or a global enterprise to be a purple cow. Remarkability can be found in businesses of any size. Take, for example, 'Little Blue Bakery', a small patisserie in Charleston, US. When they first opened, they were just another bakery among many. But they decided to do something unique — they started using local, heirloom grains for their pastries, grains that were almost forgotten in the region. They weren’t just selling croissants, pastries and cakes; they were reviving a legacy, telling a story with every bite.

Their commitment to local agriculture and history turned them into a destination. People didn’t just come for the pastries; they came for the experience, the story, and the sense of connection to their community. 'Little Blue Bakery' became a purple cow by embracing what was authentic to them and their roots.

A further small business example, this time in the UK, In the heart of Yorkshire, there is an amazing brand that I have recently come across and I have since become a loyal customer. They are successfully redefining luxury and sustainability, in fashion. The brand is called HERD and it represents a mindset that goes far beyond the usual sustainability rhetoric.

Their philosophy is rooted in a profound respect for the land and soil, embracing a place-based, materials-first approach. This is where the elegance of age-old tradition meets uncompromising planetary values to create what they call 'modern heirlooms with heritage sensibilities.

Their signature 'Upland Yarn' is a testament to their dedication to quality and locality. Made from fleeces, sourced within just 150 miles of the farms in Yorkshire, HERD capitalises on the perfect climate and rich green grass that rivals cashmere in quality. This yarn is the golden thread that runs through HERD's narrative – a narrative of luxury without compromise.

Now, this isn’t an advert for HERD, they are simply a brilliant example and one that has recently really stuck out for me.

HERD isn’t just dreaming of blue skies and green grass; they’re manifesting a new and necessary way of life through their work.

This is HERD's Purple Cow: a rich tapestry of respect for tradition, environmental ethics, and the art of creating something that doesn’t just stand the test of time but enhances the fabric of life itself.

how you can make this work:

This is how small businesses can stand out, and wonderfully, there are thousands of examples out there. It’s about finding what’s authentic to you, what’s genuinely different about your story, your approach, or your product, and then shining a spotlight on it. Whether it’s through your ingredients, your craftsmanship, or your customer experience, there's something distinct about every business waiting to be discovered and celebrated.

And what about you? How can your business be a purple cow? How can you ensure that your ethos is not just a tagline but a tangible reality that your customers can feel, see, and appreciate? Think about what you can offer that is genuinely different. Is it exceptional customer service that makes clients feel like VIPs? Is it a unique packaging that is eco-friendly and turns heads? Or maybe it’s a commitment to a cause that’s not just painted on, but woven into the very fabric of your business.

This is not about gimmicks or being different for the sake of being different. It’s about finding the true essence of your brand and magnifying it, making it so integral to your offering that it cannot be ignored.

It’s so important that we understand that the market is full of brown cows. But there’s always room for a purple cow.

We've looked at vulnerability and distinction as separate entities. Now, I would love to explore the point where they intersect, where the courage to be vulnerable meets the boldness to be distinct. I feel that this is where an incredible opportunity within entrepreneurship comes to life.

Imagine a tapestry, each thread representing a story, a failure, a lesson learned. Now picture a pattern emerging, one that is unlike any other — this is the embodiment of a brand that dares to be both vulnerable and distinct.

Anya Hindmarch, a visionary in the fashion industry, exemplifies this with amazing clarity. Anya's narrative isn't just about the beautiful bags and accessories that bear her name; it's about the human touch behind each design, the willingness to share the ups and downs of her journey. I shared in the earlier podcast episode, number 017, that she once faced criticism from her own board of directors for being 'too emotional' in her business decisions. Yet, in a defining moment, she stood her ground. She insisted that it was that very emotion, that heartfelt connection to her work, which fuelled her brand's remarkable success.

Here we see vulnerability and distinction not just coexisting but synergising. Anya Hindmarch’s brand stands out, not only for its aesthetic appeal but for its authenticity. It’s a brand with a story, a soul, and it's that soul that resonates with her customers. And it is one of the reasons her brand has gone onto collaborate with some of the world’s most recognised brands, they see the huge value in her brand ethos and they are thrilled to have the opportunity to partner with her, to extend and gain value from her remarkable and honest ethos. And it’s the reason why her collaborations have sold out in mere minutes. These collaborations have deep meaning behind them, and customers are keen to buy into this, with extraordinary actions of support and eagerness.

strategies for you to apply

I would love to share a few strategies and series of steps, to help guide you on this:

Take a piece of paper, a notepad and or open a new document on your computer, and write down one sentence that encapsulates what makes your brand truly unique. Think about what you offer that no one else does. This could be your backstory, a unique approach to customer service, an innovative feature of your product, or even your brand’s commitment to a cause. Keep refining this sentence until it feels right. This becomes the start of your standout statement, something you can communicate in a pitch, on your website, or as part of your social media bio.

I hope you have loads of ideas, but if you find this at all difficult, you can ask your friends, family and/or your most loyal custoccers what they believe makes your brand different from others. People love to share their opinions, and this can provide valuable insights. You might be surprised at what aspects they find distinctive that you hadn’t considered. And then go back to your notepad or computer, and bring the ones that resonate most with you, into your sentence.

Taking this a step further, identify small, specific elements of your business that embody your unique values or offerings. Going back to the first step, to give you a few more examples, these could be the materials you use, stories or aspects about the uniqueness of the people on your team, the way you package your products, or your daily routines that reflect your brand’s personality. Create a series of short, engaging posts for social media — think "a day in the life" or "behind-the-scenes" snapshots. These micro-stories are digestible, engaging, and showcase the distinctive aspects of your brand in a way that's easy for your audience to understand and appreciate.

By embracing these practical steps, you move beyond mere theory into the realm of lived experience for your brand and your customers. It's about continuous evolution, so remain open to learning, adapting, and growing as you go.

It's important to understand that vulnerability and distinction must be communicated consistently across all channels — your website, social media, customer service, even the packaging. Every touchpoint is an opportunity to reinforce your unique story and values.

As you implement these principles, you'll notice something remarkable. Your customers will start to see your business not just as a provider of goods or services, but as a living entity with its own character and narrative. They'll come to you not just for what you sell but for what you stand for. They'll become not just customers, but fans, advocates, and part of your community.

I would love you to take with you the knowledge that the combination of vulnerability and distinction is potent. It can transform your business from a mere player in the market to a beloved brand with a loyal following.

over to you:

First, I would love to hear from you about your experiences with vulnerability and distinction. Have you taken a leap of faith that paid off? Did you find a unique angle that elevated your business? I would love to hear your story and your experiences. You can send a voice memo through Instagram, an email via news@philippacraddock.com, or tag me in your posts. Your story and thoughts could be the inspiration someone else needs to take that crucial step towards embracing their authentic self in business.

To show you just how important your questions and comments are, I would love to share two here, one that was shared on Instagram and another that was asked during one of our recent online masterclasses. They both directly link to this episode’s topic on vulnerability and distinction:

QUESTION: 'How do you balance personal vulnerability with professional boundaries?'

ANSWER: “This is such a great question. The key is to share purposefully. Be intentional about what you share, ensuring it aligns with your brand values and serves your audience in some way. It's not about airing personal grievances; it's about sharing insights that can inspire and connect.”

QUESTION: 'I shared my startup's challenges on social media, and the response was overwhelmingly supportive.'

ANSWER: “That's fantastic to hear! It’s proof that when you open up, not only do you give your business a relatable face, but you also invite your audience to root for your success. It's a brave move that can strengthen your community.”

For those looking to apply the concepts of vulnerability and distinction, here's an exercise to get you started:

• Identify Your Vulnerable Strengths: Write down three aspects of your personal or business journey that you consider to be vulnerable points. Next to each, note how this vulnerability has strengthened you or provided value to your business.

• Spotlight Your Distinctions: On a separate list, write down three unique aspects of your products or services. For each point, brainstorm how you can amplify this distinction through your marketing and customer experience.

• Engagement Opportunity: Combine these two exercises by telling the story of one of your vulnerable strengths alongside one of your distinctions in your next marketing campaign. Monitor the engagement to measure the impact of this approach.

I would love to challenge you to take these exercises and put them into action. Be bold, be brave, and let’s continue to build a community where vulnerability and distinction are not just accepted but celebrated.

And I would love to hear how you get on, please do let me know. It honestly means the world to me, when I hear from business owners that they put ideas from these episodes into action, and they have made a difference. And likewise if you have any questions at all, you are always welcome to contact me (see links above).

And there you have it — another step towards creating a business that truly stands out. You are always welcome to ask questions either via email or on Instagram, links will be in the show notes. I would love to keep this conversation going. Your insights are invaluable, and together, we're building something pretty extraordinary.

As we come to the end of this episode, let's summarise our conversation. We’ve embraced the intertwining paths of vulnerability and distinction, and discovered how they’re not just complementary, but crucial to the tapestry of a successful brand.

We started by exploring the power of vulnerability, the strength that comes from showing up authentically, and the trust it builds with our audience. We talked about the necessity of being distinct, of finding and nurturing that Purple Cow within your business that makes you unmistakable in a field of sameness.

Through the inspiring story of Anya Hindmarch, we saw vulnerability and distinction in action, how emotional investment and a commitment to authenticity can propel a brand to remarkable heights and coveted collaborations.

The key takeaways from today are: Vulnerability connects us, distinction sets us apart, and together, they create a business that is not only seen and heard but felt and remembered.

But beyond these insights, remember this: Your business is a reflection of you. Every struggle, every unique idea, every genuine interaction — they’re all chapters of your story.

And in a world that often prizes polish and perfection over truth and realness, it’s your story, your truth, that will make you irreplaceable.

So I encourage you, dare greatly. Embrace your vulnerabilities as assets. Seek out what makes you distinct and wear it proudly. Because in the end, it's those businesses that are brave enough to be both vulnerable and distinct that don’t just survive, they thrive.

Take a deep breath and make a commitment to yourself and your business. Commit to being vulnerable. Commit to being distinct. Commit to being your own version of a Purple Cow. Because your brand, your vision, your business — they deserve nothing less.

Huge love,
Philippa xx