Your Pain Must Match Their Pain Exactly

You understand the importance of your story. 77% of consumers say they buy from brands whose align whose values align with their own, making authentic founder stories a direct revenue driver. So 77% of consumers, they will buy from you when your story aligns with their story, when your heartache aligns with their heartache, when your disappointments align with their disappointments, when your failures aligns with their failures and you overcame it, they will buy from you. That's what you got to understand, 77%, that is a huge number of people. So if you're hiding your story, you don't know that that decline that you're hiding from or the prospects that you're hiding from. They are waiting to hear about your journey. That is what unlocks it.