By John Jantsch
I find it amusing that businesses strive to be authentic, or at the directive of the CEO, more authentic. The thing is, authenticity is the easiest thing there is.
Every business is authentic, what choice is there? Authenticity is simply the manifestation of what you truly believe, the core values, the basic identity of the leader of the business. I suppose there are businesses that in the short term can fool people into buying a manufactured brand of authenticity, but in the long run, there’s really no hiding what you stand for.
The question, I suppose then, is does what you believe, what you stand for, allow you to build a business that draws people... More...
