Authenticity Is the Currency of the Future


Authenticity Is the Currency of the Future

If you scroll through my Facebook feed you’ll see I have a pretty great life. I have a beautiful happy smiling family all the time and spend a lot more time on holiday than I do working. My kids favourite thing to do is hug each other and play outside in the basking sun. They get so many awards at school they’re most likely all going to be rocket scientists. The food I eat is super healthy, my house is always clean, bed always made and car always squeaky clean. Only one problem, Facebook me isn’t real me.

We live in a world masked by perfection. We need to display the best version of ourselves anytime and all the time. If the cracks are starting to show, we pick a different angle. We show no vulnerability or weakness for fear of rejection or judgment. In business, we market ourselves to be bigger than we are, better than we are, cheaper than we are. We don’t make mistakes and we never lose clients. Our revenue’s growing and our costs are under control. Its become a strategy, an effective strategy; but it’s coming to an end.

Quite simply, we’re sick of it. We’ve learned to trust nothing so we trust no one. If we’re honest, we crave one thing more than anything else; authenticity. Authenticity in a world where we’re taught to fear it. A commodity that’s become so rare that we often don’t even see it when it smacks us in the face. Low supply and high demand. If it were stock, you’d buy and you’d buy big!

Here’s how to be authentic in your business:

Admit your mistakes

When you mess up an order, fix it and pay for it. Do it quickly and call your customer to say your sorry. Don’t email, don’t send a letter, call. Tell the truth even when it’s the hard option. Lies are the enemy of trust and relationships. No one is perfect so don’t pretend to be.

Care about people

Get to know your people. Your customers, your staff, your suppliers. I’m not talking about the easy stuff like why do they buy your products or how do they like your service. What do they care about? What do they like to do for fun? How are their kids doing? Do they love what they do? Carve out time in your day to spend time with your people and get to know what makes them tick.

Take off the mask

Be vulnerable, ask for help and be open to criticism. Take someone’s better idea, thank them and give them the credit. Let your customers get to know who you are and what you’re passionate about.

Don’t worry about pleasing everyone

You’re never going to live up to everyone’s expectations. You’re never going to make everyone happy. Be confident and proud about who you are as a business and what you do well. This will attract the right people that value you for who and what you do.

Authenticity builds trust. Trust builds loyalty. Loyalty builds profits. It’s not rocket science.

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  • Flora Trinca

    excellent article – I especially love the paragraph about “caring for people” – usually missed in business! Thank you Justin

  • Justin Murray

    Thanks Flora! Yes, finding out what motivates people is a great way to create engaged and effective staff

  • Undercover Entrepreneur

    Great article thanks Justin – Authenticity is certainly valuable currency in business!

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