I want to talk to you not as a business owner but as a consumer. As a consumer, we want human experiences. We want experiences where we feel valued and where we feel connected. We appreciate interactions where we feel understood. I’d go so far as to say we crave brands that make us feel understood. I know I do. It’s human nature to feel like we belong that we’re among others who are like us and get us. In order to have a brand like that, you must take into consideration transparency, honesty and authenticity to improve your business strategy.