Netsen social research has seen that trust in politicians has fallen to an all time low. From 38% in 1987 to 18% in the present day wide spread public trust has been lost. Now we could all argue about X,Y Z reasons why this has happened. But it is indisputable that one of the foremost reasons is authenticity.
What is authenticity? It’s what your company truly believes, the core values or what Jesse Eisenberg calls “emotional truth and resonance”
That means for clients to develop a long term relationship you need to show the business as it is. This is where companies get a little mixed up. Some businesses would thrive if they would just simply be authentic as a pose to being wrapped up in the mask of industry norms.
Industry norms rob the company of it’s individuality. By formatting you marketing like the next guy in your industry you have got a fast pass to mediocrity. Look at this sketch by Charlie Brooker on how to report the news, how does that feel for authenticity?
So How Do We Show Authenticity?
It’s to show off your core values as they are, even if counter intuitively this also shows a few weaknesses here and there. For example take look at the list of Tony Hsieh core values he lists his book Delivering Happiness about Zappos shoes (Must Read).
- Deliver Wow through service.
- Embrace and drive change.
- Create fun and a little weirdness.
- Be adventurous, creative and open-minded.
- Pursue growth and learning.
- Build open and honest relationships with communication.
- Build a positive team and family spirit.
- Do more with less.
- Be passionate and determined.
- Be humble.
When you live and die by your core values, your customers will live and die by your company. Because they know it’s real, and they also know that you have their best interests at heart.
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