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Small Business Center

Small Business Owners Are Sharing Personal Struggles to Build Deeper Connections with Customers

May 3, 2023

A growing number of small business owners incorporate intimate aspects of their private lives into their brands, sharing stories of homelessness, addiction, incarceration, mental illness and physical health, according to The New York Times. While founders long have shared their personal backstories, a new generation of business owners are distinguishing themselves with narratives that are not always clean-cut, easily digestible stories of how their businesses came to be.

In this NYT article, experts weigh in on the benefits and potential drawbacks of getting so personal.

By Rebecca Meiser

Contributor, Commerce + Communities Today and Small Business Center

Small Business Center

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