How many times do we make a buying decision because we identify with the personality and the ethos behind a brand? As customers, we are naturally attracted to those companies and brands that appeal to us, not just on an aesthetic level, but also on an ethical or interest level. As human beings, we are hardwired to make emotional connections with people we feel think like ourselves and have similar likes and interests. So, it stands to reason that many of the most successful entrepreneurial ventures and brands have the personalities and stories of their founders woven into the very fabric of their company DNA. At the end of the day, people do business with people, and in a crowded marketplace, it makes sense that if your business or products have a unique and personal story to tell, they are more likely to appeal and resonate with the very customers you are trying to attract and connect with. Today, authenticity is key!