Real Talk: Why Character Always Outshines Credentials
By Shannon Kate Murray, Founder & Editor of High Flying DesignCredentials open doors. Character keeps them open. In 2025, when AI can draft pitch decks and job titles change overnight - it’s who you are, not what’s on your CV, that people remember.
The Pressure to Prove Ourselves
As female founders, we know the pressure to “prove ourselves” is real. Investors ask for traction, clients want reassurance, and social platforms push us to stay visible. The spotlight always seems to be on what we have or what we’ve achieved.
But those things fade. And the uncomfortable truth? None of them guarantee respect, trust or longevity. They may get you noticed, sure, but they aren’t what make people want to work with you again.
In fact, 61% of small businesses report that more than half their revenue comes from repeat customers. In other words, repeat business matters more than new business - and repeat business comes down to relationships, not résumés.
The Qualities that Last
Think about the people who’ve had the biggest impact on your journey. Chances are, it wasn’t their job title or their salary figure. It was their integrity. Their kindness. The way they made you feel seen and respected.
Here are six qualities that consistently show up in leaders people want to follow, collaborate with, and buy from:
Integrity. Doing what you said you’d do - even when it’s inconvenient, or no one is watching. Trust is built in small, repeated moments.
Kindness. Treating everyone with respect, from interns to executives. The smallest gestures shape cultures.
Humility. Celebrating others’ contributions and staying open to learning, regardless of your level of experience.
Generosity. Sharing knowledge, introductions, or encouragement without keeping score. The most powerful networks are built on giving first.
Honesty. Admitting what you don’t know and asking for help. Pretence erodes trust; transparency builds it.
Consistency. Showing up as the same person in private as you do in public. Alignment between your words and your actions is what makes credibility stick.
How to Embody Them
The good news? These qualities aren’t fixed traits. They’re practices - choices you can make every day.
Follow through on the commitments you make, no matter how small.
Offer respect generously, even when it’s not required.
Pause in conversations to ask someone else’s opinion.
Share an opportunity, even if it won’t benefit you directly.
Own the moments you don’t have the answer.
Ask yourself regularly: would I be proud if people saw this version of me?
Journal Prompts for Founders ✍️
When have I valued someone’s character more than their credentials?
Which of the six qualities do I most want to strengthen this year?
How would I want a client, partner, or team member to describe me when I’m not in the room?
The pitch decks, the awards, the press features - they’ll always matter. But they’re not the full story. What sustains your reputation, your relationships, and ultimately your business is your character.
Your résumé might get you into the room. But it’s your character that ensures the invitation lasts.
