The Role of Vulnerability in Storytelling

When we think of storytelling as coaches, we often picture a highlight reel: wins, triumphs, shiny success moments, and maybe even the occasional confetti cannon.

Sure, those moments are great.... but here’s the truth:

The most powerful stories you’ll ever tell are the vulnerable ones.

Vulnerability doesn’t mean oversharing every awkward detail of your life (yes, even that time you tripped in front of a client is optional).

It means telling the truth in a way that resonates. It’s showing your audience, “I’ve been where you are, and I know the way forward.” In other words, it’s the difference between sounding like a motivational brochure and sounding like a real human being who actually gets it. Because remember, you're best equipped to serve those who are where you used to be.

Here’s why vulnerability matters in storytelling:

1. It Creates Relatability. People connect more with your struggles than your shiny successes. If all they see are polished wins, they’ll assume you live in some unattainable coaching utopia where everything goes perfectly. Vulnerability bridges that gap: “I’ve been there too.” And that’s often the bridge that turns a skeptic into a believer. Suddenly, they see not just a coach, but a human who actually understands them.

2. It Builds Emotional Safety. When you share vulnerably, you model openness. You’re essentially giving your audience permission to admit their fears, doubts, or setbacks. And let’s be honest... coaching (like therapy) only works when people are honest. Vulnerability creates a safe space before the coaching even begins.

3. It Differentiates You. In a market crowded with coaches promising transformation, your framework alone isn’t enough to stand out. What sets you apart is your willingness to share your story authentically. Vulnerability makes your brand human. And in a sea of polished personas, human always wins.

Here’s the paradox: vulnerability feels risky, but it’s exactly what makes you trustworthy.

When you tell stories with honesty and humility, you stop sounding like a corporate brand and start sounding like a person. And that’s the person people want to hire. The one who’s approachable, understanding, and has a relatable story of their own.

So, the next time you’re tempted to only share your victories, remember: the small, honest moments... the stumbles, lessons learned, and moments of weakness are what build trust.