To err is human; to admit it is, too.

Life is full of maxims that point toward imperfection being acceptable in our society.

Nobody’s perfect. To err is human. Be humble and kind. We laud self-recognition of one’s flaws as highly respectable. We see modesty and humility as virtues. A simple but meaningful apology is often all we ever ask for after a mistake or wrongdoing.

These are some of the most powerful messages we humans can send to one another.

On a fundamentally human level, we recognize that we are all flawed, and for our flaws to be accepted by others, we need to accept theirs in return. This recognition of our imperfection happens on an almost daily basis and often in plain view. Think of the last time you said or heard any of these phrase: I’m so sorry I’m late. I wish I could do that. Can you help me with this? I really need to be better about that. Can you teach me this? They are all small acts of recognition that we have more to learn and room to grow.

And the most important part of these conversations is that we don’t use this honesty against each other; rather, we find it endearing and let it bring us closer together.

But among corporations, acknowledgement of flaws looks a bit different.

When it happens, which is rare enough as it is, it tends to be heavily masked and only in response to a major crisis—think Chipotle’s response to its food safety issues, or United Airlines’ response to the worst handling of a passenger in modern-day history. But what about companies’ day-to-day imperfections? Why don’t we ever hear them talking about those?

Imagine if we did. Imagine if we heard a health insurance company talking about all the claims they process incorrectly; an airline talking about how cramped and uncomfortable their seats are; a retailer talking about how long their checkout lines are.

Imagine if we heard them say: We’re so sorry. We’re working on that. Can you help us?

We might all find it pretty endearing. We might root them on. We might play closer attention to them to watch for their progress. We might celebrate their improvement. We might be proud to have them in our lives.



“The fact of storytelling hints at a fundamental human unease, hints at human imperfection. Where there is perfection there is no story to tell.”

- Ben Okri



Marketing professionals have been advocating for the use of storytelling to humanize your brand for years, but they never really seem to take their own recommendation for being more human far enough. Their strategy stops at storytelling. But what about telling a more human story? Plainly admitting your imperfections. Becoming the underdog. And then becoming the hero. All in your own unique, true-to-life story that’s unfolding not just in your communications, but in your actions—in consumers’ experiences with your brand, and in their relationship with it.



When you do that, you have a history. You have depth. You have humanity.



So, make your brand a little more honest. Proudly imperfect and in progress. Utterly human. Someone we can relate to, champion, and celebrate. Just like we do to each other.