A startup’s brand is getting more intimate and personal as consumers start to demand more authenticity from its founders. I have come to observe the importance of how a founder should be honest about their flaws and not necessarily their strengths. It builds humility and honesty, knowing that we are failing often in order to create value for others. This idea is not only filtering through the entrepreneurship ecosystem but also within the confines of the corporates. It is fine to admit that you made a mistake and that you are putting in the necessary effort to make it right again in order to create more value. I will always appreciate founders who can communicate this way, as humility goes a long way.