The Exaggerated Vulnerability - Giorgia Molinari

BRANDING CRIME #29

The Exaggerated Vulnerability

We just want to be real with you. Here’s our CEO crying into a ring light for 20 minutes.

How it kills

Brands overuse ‘vulnerability’ and ‘relatability’ until it becomes a weird performance.
CEO trauma-dumps on LinkedIn and no one is quite sure whether to comment, clap, or send soup.
Emotional storytelling becomes so overproduced that even customers who *want* to care start feeling oddly disconnected.

What Works

Being human is good. Oversharing about that time the yogurt peel broke off in one piece and you questioned the meaning of life? Less good.
We’ve all shared something personal and wondered later… was that too much? Share stories that connect — not just confess.
The best way to do that is simple: share just enough for someone else to feel seen, not overwhelmed.

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