I found myself thinking about the cancel culture environment that’s so prevalent nowadays. It led me to think about how much we, as business owners, need to navigate that landscape. Then my thoughts shifted to the other side of the that, your “likability factor” and the part it plays. I got to thinking about an interview I had years ago at Halliburton for a global consultant position, right after the aerospace industry hit a rough patch. It was my first gig in oil and gas, and I had no experience in that field. There I was, competing for a role where I’d be viewed as an expert in Drilling & Completions, offering consulting services to international clients. Mind you I had ZERO experience in O&G. The director interviewing me asked, “Why should we hire you? Your resume doesn’t stand out from the others, and you’ve got no oil & gas background.” I responded, “I bring a likability factor and people enjoy working with me.” That answer secured me the job, and the rest fell into place. Sure, you’ve got to deliver results, but it’s just as crucial that people actually want to collaborate with you.
As a small business owner, your likability factor isn’t just a nice to have, it’s a game changer. In a world where customers can choose from endless options, why do they pick you? It’s not always about price or product; it’s about you. People buy from those they trust, enjoy, and connect with. Your personality, your story, the way you treat them, it all builds that invisible bond.
Likability isn’t about being everyone’s best friend. It’s about showing up authentically. Share your wins and flops, crack a joke, or just listen when a customer vents. That human touch turns one time buyers into loyal fans. Data backs this up, studies show people are 60% more likely to support businesses they feel a personal connection to. There’s a reason why I got my UV printer from Steve Weist at PDS Equipment. I like him. And everyone else likes him too. He is authentic and someone I could see myself having a beer with.
But it’s not a free pass. Screw up badly, and likability won’t save you from a PR firestorm. Still, when the inevitable hiccups hit, late shipments, a snarky review, a strong likability factor can soften the blow. Customers forgive those they root for. So, lean into what makes you, you. It’s not just business; it’s personal, and that’s your edge.
