Yes - you should include vulnerability in your business story. But not YOUR vulnerability: it's about your clients.  The experts don't tell you to bare all. They associate vulnerability with being brave. They tell you to be very choosy about your audience.  You do need to know enough about shame and vulnerability to enter the conversation in your client's mind. Clients can feel vulnerable when they call you - no matter what you offer.  Understand their fear by digging through their baggage.  Learn more at http://cathygoodwin.com/baggage And forget everything you've heard about "being vulnerable" in business.