How to Use Your Biography to Build Trust

“The story of your life is not your life. It is your story.” That line stopped me in my tracks when I read it in a recent Harvard Business Review paper. American author John Barth wrote it nearly 60 years ago, in 1967. Yet it captures questions about authenticity that leaders are still wrestling with today. * Who are you as a professional? * What do you stand for? * And how do you make that meaningful to others, without sounding fake or forced? Many people talk about “personal brand” as if it’s a marketing exercise. But Barth’s insight is about understanding your story - and embedding it as the foundation for how you lead. I reckon it took me two or three leadership roles to come to terms with my own story and use it constructively. I was in my mid 30s before I made the real breakthrough. But once I developed enough self-awareness, I became a more natural, more grounded, and ultimately much happier leader. I finally understood WHY I wanted to lead people, not just HOW. Here’s how I’ve seen the best leaders approach it, especially in moments of transition: 1. Find the narrative. Your CV is chronological. But your story is thematic. What’s the thread that runs through your choices? The recurring lesson? The value that keeps surfacing? 2. Own your messy bits. Those chapters you’d rather skip - the wrong turns, the reinventions, the awkward middle bits - often contain the most powerful insights. They make you human, not just impressive. 3. Anchor it in meaning. People won’t remember what job you had in 2013. But they will remember the time you led through chaos, made a tough call, or stood up for something that mattered. You need to remember those moments too and find a way to articulate them. 4. Make your story useful. This is absolutely not a vanity project. It’s helping others to see what’s possible. It’s how you build trust, teach by example, and inspire followership. In a world with so many superficial insights, your story is one of the few things that’s truly, authentically yours. So take the time to understand it. Find out how to shape it. And please don’t be afraid to share it. You’re not just building a professional brand identity. You’re creating clarity, credibility and connection. What parts of your story can you draw on to inspire others?

In which of these 2 scenarios, will a sales rep sell more blenders? a) She nails the demo, flawlessly blending a smoothie in front of potential customers b) Same exact pitch, but when she pours the smoothie, she spills it all over the table Dr. Richard Wiseman conducted this exact study. More people bought the blender when she made an absolute mess. This phenomenon is called the "other shoe effect." The underlying principle: We instinctively know people aren’t perfect. So when someone appears too polished in high-stakes moments—job interviews, pitches, first dates—part of our brain asks: “What are they hiding? When does the other shoe drop?” The longer someone appears flawless, the more suspicious we get. This creates a dangerous cycle: • You try to appear perfect in the first impression • The other person's brain gets increasingly distracted wondering about your hidden flaws • When your imperfection finally shows (and it will), it hits much harder than if you'd acknowledged it upfront I learned this the hard way. When I first wrote Captivate, I tried to sound like an academic. My editor called it out: “This doesn’t sound like you.” So I rewrote the intro to be me, very me in a vulnerable way: “Hi, I’m Vanessa. I’m a recovering awkward person.” That vulnerability built instant trust. By dropping my shoe early, I built trust immediately and let readers know they were in good company. This is also how I introduce myself in conversations, and I have noticed everyone laughs and relaxes when I say it. There are a couple situations where you can actively use this effect: • Job interviews: After sharing your strengths, say "One area I’m still growing in is public speaking—which is why this role excites me." • Investor pitches: After a strong open, confess: "One challenge we’re still working through is [X], and here’s how we’re tackling it." • Team meetings: Proactively raise project risks, then offer a solution. Don’t let others discover it first. Rules to remember: • Choose authentic vulnerabilities, not fake ones • Drop your shoe AFTER establishing competence, not before • Pair vulnerability with accountability - show how you're addressing it Remember: The goal isn't to appear perfect. It's to appear trustworthy. And trustworthy people acknowledge their imperfections before others have to discover them.

Your “About” section is losing you deals. Most bios look like this: “Experienced finance professional with a demonstrated history of working in the industry…” Translation? You sound like everyone else. Here’s the truth: → People don’t connect to job titles. → They connect to stories. → They trust people they understand. — Here’s the format I use to rewrite bios for clients: 1. What you believe about your industry 2. The specific niche/problem you solve 3. Why you (origin insight or POV) 4. Proof you can back it up 5. What action they should take next (CTA) Not fluff. Positioning. — 🧠 One family office advisor added this line after we reworked her bio: “I help second-gen wealth holders design financial strategies that align with their values, not just their balance sheets.” One sentence. Result? → Podcast feature in a leading wealth management show → Invite to co-author a white paper Why? Because she didn’t just tell people what she does. She told them what she stands for. That’s what sticks. — 👩🏼💻 𝘋𝘔 𝘮𝘦 “𝗣𝗢𝗦𝗜𝗧𝗜𝗢𝗡𝗜𝗡𝗚” 𝘪𝘧 𝘺𝘰𝘶’𝘳𝘦 𝘳𝘦𝘢𝘥𝘺 𝘵𝘰 𝘳𝘦𝘴𝘩𝘢𝘱𝘦 𝘺𝘰𝘶𝘳 𝘣𝘪𝘰 𝘪𝘯𝘵𝘰 𝘢 𝘤𝘳𝘦𝘥𝘪𝘣𝘪𝘭𝘪𝘵𝘺 𝘮𝘢𝘨𝘯𝘦𝘵. ♻️ 𝘍𝘰𝘳 𝘮𝘰𝘳𝘦 𝘩𝘪𝘨𝘩-𝘴𝘪𝘨𝘯𝘢𝘭 𝘱𝘰𝘴𝘪𝘵𝘪𝘰𝘯𝘪𝘯𝘨, 𝘧𝘰𝘭𝘭𝘰𝘸 Mariam Gogidze

🔊 "I don’t want to talk about myself endlessly for 30 minutes. That’s what men do, bragging incessantly about their accomplishments. I’m busy doing the work!" a client expressed to me recently. But here’s the thing: It’s only bragging if you skip the struggles and leap straight to your successes. Sharing your challenges—that's sharing life lessons. 🌟 Sharing your journey—the ups, the downs, and the self-doubts—not only provides context but also invaluable lessons. These stories make you relatable and trustworthy. Why does this matter? Especially in a new organization, people won't truly know you by just glancing at your CV or LinkedIn profile. Those can show you're competent but not who you are at your core. 🤝 Trust Equation: Trust = (Vulnerability + Credibility) / Risk The higher the risk, the more trust is essential. Think about those leaders whose teams would follow them to new ventures, often not for the money but for the trust built over time. Do you want to be a leader people trust deeply enough to change companies? Remember, to lead is to be known; to be known is to share your story. P.S. Have you ever followed a leader to a new company? What made you trust them enough to make that jump? #whatsyourstory #storytelling #trust #vulnerability

Stop thinking of self-promotion as bragging. Start thinking of it as de-risking and building a powerful brand and reputation. I can’t tell you how many people I coach and mentor say this: “I don’t want to post about myself — it feels like bragging.” If customers, hiring managers, or your next big opportunity don’t know who you are, how can they trust you, hire you, or buy from you? There are absolutely strategic, valuable, and appropriate ways to show up — to meet your audience where they are — and to communicate your unique value in a way that helps them win. Here’s how I learned that lesson the hard way: Years ago, after layoff, I applied to 1,600 jobs in a year and got nothing. No interviews. No callbacks. No traction. Why? Because I had results, but no reputation or network. No one knew who I was. Fast forward — today, with 300,000+ followers, global relationships, and inbound requests every week — I’ve learned this one truth: 🎯 When you build a brand rooted in authenticity and service, opportunity starts finding you. Here’s what I tell every seller, leader, or job seeker who’s hesitant to share: ✨ You’re not bragging when you’re helping. ✨ Visibility creates viability. ✨ Your story is someone else’s roadmap. ✨ Consistency compounds trust. ✨ Influence isn’t about ego — it’s about empathy at scale. ✨ Every post is a handshake that precedes the meeting. ✨ Every insight you share makes someone’s decision to trust you safer. When done right, self-promotion isn’t self-centered — it’s customer-centered. You’re not screaming “look at me.” You’re saying “here’s what I’ve learned that might help you.” If you’re still afraid to put yourself out there, remember — you’re not just representing you. You’re representing the value you can create for them. What’s one insight, story, or lesson you’ve lived that someone else needs to hear today? Your voice might be the one that gives someone else the courage to finally use theirs.

Too many business owners hide behind company names. (I used to think like this, too. Here's how I changed.) Focused on growing businesses, many of us tend to forget our own visibility. In a world where people trust people more than companies, this is such a missed opportunity. Here’s how I changed everything: - I started sharing my journey. People connect with stories, not logos. I talked about how we built our business, the struggles we faced, and the lessons we learned. - I positioned myself as an industry expert. Instead of just selling services, I started talking about trends in office management and how businesses could improve employee productivity. That positioned me as a thought leader. - I leveraged LinkedIn to build credibility. By consistently posting content, engaging with industry leaders, and providing value, I expanded our network far beyond traditional marketing. The result? More inbound leads. More partnerships. And a business that didn’t just sell - but led the conversation in our industry. If you’re a business owner, don’t underestimate the power of your personal brand. It’s not just about exposure - it’s about trust. Start building that trust today. P.S. Are you using your personal brand to grow your business?

The biggest mistake you're making in building your brand is hiding your story. One of the most critical steps to building your brand and the one many people get wrong - is taking complete and total ownership of your story. One of the first steps I have my clients take when they develop their brand is to write their story. When they share it with me, they are vulnerable and yet, often hide the most compelling parts of their stories from others. It’s tempting to hide parts of your story out of fear or shame, but the truth is, when we embrace every part of who we are, we unlock a sense of unshakeable confidence. Owning your story doesn’t mean sharing every detail or airing your dirty laundry. You don't have to share your darkest secrets to own your story. It’s about achieving 100% self-acceptance. When you do that, no one can use your story to shame you. Your self-acceptance is what will allow you to show up authentically, connect deeply, and build a brand that resonates with others. Storytelling creates a connection. People want to work with, do business with, and give opportunities to those they know, like, and trust. And by the way, it's not your achievements that make you relatable and likablele, it's your vulnerability. Here are a few tips for owning your story: ✅ Write It Down - Spend time reflecting and writing your story. Think about your experiences, challenges, and triumphs. Putting it on paper helps you process and identify the parts that matter most. ✅ Know Your Why - Consider why you’re sharing your story. Is it to inspire others, build trust, or show your expertise? Knowing your purpose will guide how you tell it. ✅ Identify Key Themes - What are the most important parts of your story that align with your personal brand? Focus on key elements and ensure they reflect the values you want to convey. ✅ Practice Telling It - Practice sharing your story in different contexts. The way you share with a potential client may differ from how you’d share at a networking event. Tailor it to your audience but always keep it real! ✅ Embrace Vulnerability Without Oversharing - You don’t need to disclose everything. Share enough to connect and build trust, but maintain boundaries that protect your comfort and privacy. The Latina LinkedIn Incubator I have been facilitating for the last 4 months has been working on sharing their stories and WOW, witnessing transformation in progress is powerful! When you fully own your story, you’re no longer just telling it - you’re living it with pride and purpose. Your story is waiting to inspire others. Will you own it?

So many B2B founders are TERRIFIED to appear “cringe” on LinkedIn. The fear is misguided. They’re missing out on a massive growth opportunity for their startups. Here’s how I’d use "strategic personal content" to speed-run trust-building with prospects: Customers buy from companies, and founders, they trust. One way to build trust: post valuable content that speaks to your ICP and establish yourself as the go-to resource for that group. Example: I’m building a B2B content agency. I post about B2B content strategy. You trust me. You’ll buy from me when you need content support. Magic! But you already knew that. There’s another piece to this. Customers also buy from companies, and founders, they *like.* You’d be shocked how often buyers make decisions off of vibes. The cool part - you can influence this through your content. How? Strategic Personal Content — SPC. Yes. I just made up a new acronym. Yes. You're going to run with it. SPC: using aspects of your personal life and preferences in your marketing content to build a deeper relationship with your target customer. What hobbies do you enjoy outside of work (maybe you audibly laughed at yourself, because like me, you are too ‘locked in’ to have any real hobbies)? What kinds of books do you like to read? Shows do you like to watch? Food do you like to eat? All of this can be used. But only if you want to. This type of content needs to be strategic. I’m NOT asking you to go from B2B founder to Instagram lifestyle vlogger that adds zero value to society. Though many on the LinkedIn timeline seem to be adopting that approach. You don’t have to record everything. You don’t have to share anything you don’t want to. Look at Gary Vee. The guy has tens of millions of followers on social. One of the most ‘public’ people on the planet. Yet he shares little-to-nothing about his family life. But he does share how he wants to buy the New York Jets one day. He’s super into wine. All of these items have nothing to do with ‘marketing.’ But they build a connection with people in his audience who are also into those things. I’ll talk about my love for fitness, reading sci-fi (like Red Rising - the greatest sci-fi series of all time), and travel. You’ll also find a Liverpool scarf hanging in the background of my videos. YNWA. All this said, the sooner you can let go of that nagging fear of being ‘cringe,’ the sooner you’ll start to win on social. Most B2B founders I talk to skew too far to the ‘I just want to share industry thought leadership’ end of the spectrum. I’d encourage you to share more of your personal interests on social. Sure. You can build an audience, and a business, off of providing cold, hard “value.” But again: you’d be shocked by how often prospects will choose you just because they like your vibe better than a competitor. Even if that competitor has a cheaper—or sometimes even better—product. Don’t you want to be the one who holds that competitive advantage?