One of the most powerful needs people have is to connect to other people who are like them. When you have your own business, you must become comfortable with a certain amount of personal disclosure and being known by your potential customers. People want to do business with people they like and respect- and the fastest way to be liked is to share a bit of who you are (not just what you know). What would it take for you to be more comfortable being known for who you are, rather than just what you do?
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