“This above all—to thine own self be true”
... this is the challenge of authenticity: it’s quite easy to talk about and not so easy to do. If authenticity is hard for people to achieve, it is even harder for businesses.
The humanity has been driven out of most branding programmes, replaced by an ever-growing list of clever-sounding jargon and “tools” designed to manipulate rather than engage with consumers. It seems to me that the cleverer these tools seem to be, the more trust is compromised and real human value destroyed.
With authenticity, the unique creative abilities of human beings can be released to create real value.
I could not have said it any better.
Read the chapter by Johnnie Moore.
Oh and from the pullquote on the side: "... authenticity ... releases businesses form the requirement to be perfect."