That’s not you!

Your website right now is not you. Your logo, your tagline, the messaging I am reading, none of that looks like you or sounds like you. As a founder, you are sitting on a rare goldmine of personality (you), and for some reason not using it. Maybe you don’t know how, or feel some reservation about it. Or maybe somebody convinced you that it was better to ‘present yourself’ in a certain way. Oh yes, to ‘appeal to that target demographic’, you should say certain things, use a certain website template, colour scheme, photography set, all of which is constructed and not thoroughly authentic.

No. Those days are long-gone. People are fucking sharp, see through bullshit, and want to see the real you. This is how people buy these days. Almost every product globally is commoditised, which means that the only difference now is in brand. Show yourself.