The Empathy Advantage
HOW VULNERABILITY CAN TRANSFORM YOUR EVENTS
“Nothing Ventured, Nothing Gained”
This saying resonates beyond the obvious risk-reward scenario. It’s a metaphor for the transformative power of vulnerability. In the world of corporate events, the same principle applies: the most memorable and impactful events aren’t the ones with the flashiest tech or the most polished presentations; they’re the ones where speakers and brands are willing to be open, honest, and yes, a little vulnerable. Vulnerability can take many forms. It can be admitting missteps, bad decisions, or failures, which certainly takes courage. But it can also mean showing genuine enthusiasm, joy, and excitement. Expressing passion for something—letting out a full-throated laugh or poking fun at yourself—opens you up to judgment in the same way as sharing a mistake. But choosing to be vulnerable, whether through honesty about our faults or showing our true feelings and excitement, isn’t just about taking a risk; it’s about creating a space where deeper connections can flourish and lasting impacts are made.
Two Ways Vulnerability Captures Your Audience
1. Vulnerability is Authentic
Authenticity is a buzzword these days. Every brand and every speaker wants to appear “authentic,” but few understand that authenticity isn’t about perfection; it’s about showing up as you are, flaws and all. One of the most powerful ways to demonstrate authenticity is through vulnerability. It’s about sharing the whole story, the relatable human arc, not just the highlight reel.
When people see that you’re not afraid to show your struggles, they’re more likely to trust you and invest in your story. They can relate and being relatable allows us to connect with others on a deeper level, fostering trust, understanding, and ultimately, stronger partnerships. It’s no wonder political candidates have won and lost elections based on their perceived authenticity. If you want to create an impact, you need to be willing to let your guard down and invite your audience in.
2. Vulnerability Opens the Door to Empathy
It is said, by neuroscientists, that mirror neurons are brain cells that fire not only when we experience an emotion, but also when we see someone else experiencing it. These neurons help us understand and empathize with the actions, intentions, and feelings of others. Being vulnerable is about enabling this empathy from your audience. When you show your true self by sharing surprises, admitting your fears, or divulging a personal story it creates a space where your audience can connect with you, and feel safe to open up. They become invested in your emotional journey where they share in every victory and setback as if it were their own.
When I worked with Slack on their Frontiers event, their founder Stuart Butterfield was always forthright about how Slack (and his previous endeavor, Flickr) were born out of failed attempts to make multi-player games. At the conference, he didn’t hesitate to discuss Slack’s challenges. He was open about the setbacks and missteps that shaped Slack into what it is today. This kind of honesty and openness doesn’t just tell a story of success; it tells a story of resilience and adaptability.
Or when Myshkin Ingawale, a TED Fellow aimed to tackle the high maternal child death rate in rural India by developing technology to test for anemia in pregnant women. He shared at TED 2012 how his first attempt to solve the problem failed. “I made it 32 more times,” he said, each time unsuccessful” The audience visibly let down at this point. “But finally, on the 33rd attempt, it worked, reducing deaths by 50%.” The audience then burst into applause as his persistence and honesty about failure resonated deeply with the audience.
When leaders share their real journeys—not just the wins but also the struggles—they create a space where the audience feels more connected, more engaged, and more likely to remember the message. It’s about sharing with them, not just talking at them, and that fosters genuine empathy and connection
Get the Balance Right: Vulnerability and Confidence
Admitting Mistakes vs. Showcasing Incompetence
But let’s be clear—there’s a fine line between being vulnerable and coming across as incompetent or oversharing. Vulnerability is about admitting your mistakes within the context of a larger journey toward success. It’s about showing your humanity while also demonstrating your strength and resilience.
I always tell my clients, “You need to admit the impact that those results had outside of what you expected.” If our speakers can demonstrate humility by admitting they didn’t—and couldn’t—think of everything, it helps them connect more authentically with the audience. And it’s not about saying, “I messed up, and I don’t know what I’m doing.” It’s about saying, “I made a mistake, I learned from it, and here’s how it made me and my company stronger.” That’s the kind of vulnerability that builds trust and inspires confidence. It’s about being relatable without losing your credibility.
Avoiding the Pitfalls of Vulnerability
However, vulnerability must be genuine and carefully considered. Nothing turns an audience off faster than a “humble brag” disguised as vulnerability. And assuming that your audience shares the same experiences or feelings can backfire. I’ve seen it happen too many times—a speaker gets up and starts talking about a personal struggle, assuming everyone in the room can relate, only to find that the audience feels alienated or even patronized. For example, Jack Ma, the founder of Alibaba, once shared that founding the company was the biggest mistake of his life because it cost him his personal freedom. While his statement was sincere, it’s easy to see how such a sentiment could come across as tone-deaf to those who might never achieve that level of success or wealth. It’s crucial to understand what your audience cares about and tailor your message accordingly. Vulnerability is not a one-size-fits-all approach. It needs to be authentic to you but also relevant to them. Knowing your audience and their expectations allows you to connect on a deeper level, just make sure to avoid the pitfalls of turning a heartfelt confession into a humble brag.
Foster Vulnerability by Creating a ‘We’ Environment
Cultivating a space that fosters vulnerability isn’t just about the speaker’s mindset—it’s also about the physical and technical setup of the event. If you want your audience to feel engaged and included, you need to create a “we” environment. This means avoiding setups that isolate the speaker, like having a center aisle that eliminates the best seats in the house or lighting that hides the audience from the speaker’s view.
From camera angles to lighting to sound, every detail matters. You want to be able to get a rock-solid close-up of your speaker with two eyes, a nose, and a mouth—not in a profile—so that when they’re speaking, they are speaking to the people watching. When the technical side is solid, speakers can focus on being present and authentic without worrying about the mechanics of the event.
Think about it—if the speaker feels like they’re talking into a void, it’s much harder for them to connect. But if they can see the audience, make eye contact, and feel the energy in the room, it creates a much more engaging and connected experience. At SFG Productions, we always recommend setups that eliminate physical barriers between the speaker and the audience. Lighting the audience, avoiding center aisles, and ensuring the speaker can see the people they’re talking to can make a big difference.
The TL; DR
Vulnerability’s Full Potential Requires Flawless Execution
Vulnerability can transform events, creating powerful, authentic experiences that resonate long after the lights go down. But to unlock its full potential, it must be supported by flawless execution—both technically and creatively. When speakers are confident that everything is running smoothly, they can fully embrace vulnerability and connect with their audience in a meaningful way.
Creating an environment for vulnerability goes beyond just the physical setup—it’s also about technical precision. Vulnerability can only thrive when the technical aspects of an event are flawlessly executed. If the audio is off, the lights are blinding, or the camera angles are unflattering, it’s going to be much harder for a speaker to let their guard down and connect with the audience.
At SFG Productions, we specialize in creating events where vulnerability can thrive. We understand that the key to impactful storytelling is more than being open and honest—it’s about ensuring every event element is designed to support that connection. So, the next time you’re planning an event, remember: it’s not just about what you say—it’s about how you create the space to say it.