I’ve spent a lot of years advising start-ups and founders and being authentic and having a great back story has always been a core element of their success. A recent, very contrasting, experience feels timely to reflect on this principle.

One consumer start-up that I purchased from (I do tend to lean towards the start-up for purchases where I can I admit) sent a great follow-up email after a purchase. It was a classic “Hi, I’m X and thanks for your purchase. We want to improve so please email me and tell me your feedback”. Having some thoughts on the experience I did just that and shared some insights (I thought good ones too). This resulted in a reply which was a generic thank you from the marketing team - very far from the original email about how the founder personally wanted to hear feedback. 

The second experience is that of another company that I order coffee from (www.manumitcoffee.co.uk). Another small business and with a great purpose - ethical coffee roasted by survivors of modern slavery.  Every single order with Manumit comes with a card detailing the coffee blend and every single time, without fail, a Manumit card with a handwritten note saying thank you for the order. After a number of years of ordering, this has remained consistent; taking the time to connect authentically with the customer.

So, perhaps just a personal reflection and a personal soapbox point but the message to Founders is that I know it is a tough market and competitive and you are looking for every edge, but if your brand story is going to be authenticity and the personal touch, make sure you live up to it or your brand will fall on that premise.

One business won’t be getting my custom in the future, while the other will continue to be my morning coffee of choice.