The Shift to Authenticity

by Duane Krip

There is shift occurring in our world and it’s going to have a major impact on business of all sizes from the multi-national corporation to the independently owned mom and pop shop. My prediction is that businesses who have hidden themselves behind a curtain of marketing; who falsely create an image of what they want to be seen as; will fall to the side of the road as the new generation of business, steeped in authenticity, will rise to be the category killers of tomorrow.

Authenticity is about being real about who you are; standing true to what you believe in. To understand this fully we can look to Apple computers. So, what makes Apple so successful? Why are they so innovative year after year after year? They are just a computer company. They are just like everyone else. They have access to the same talent, consultants, advertising agencies and same media as everyone else. Why is it that they seem to have something different?

Their difference is their authentic approach to their business. They are not selling computers, I Phones, I Pads or I Pods. They are selling a belief. Unlike every other technology company who sell ‘what’ they do; their product. Apple is selling the ‘why’ they do what they do. Consumers are attracted to Apple because of their authentic beliefs. Apple’s core beliefs include: “Everything we do, we believe in challenging the status quo…we believe in thinking differently…the way we challenge the status quo is that we make our products beautifully designed and simple to use…and user friendly!

Apple understands that people do not buy what you do; they buy why you do it! Think about it, Apple’s competitors are equally qualified to make any of the products they sell. Yet, Apple dominates in the consumers heart.

Every business knows ‘what’ ?they do; some even know ‘how’ they do it. Today, unfortunately, very few businesses know ‘why’ they do it…and by ‘why’ I don’t mean, ‘To make a profit’. Profit is a result. By ‘why’ I mean, what’s your purpose? What’s your cause? What’s your belief? Why does your business exist? Why do you get out of bed in the morning and why should anyone care?

Your assignment for today is to complete the following statements:

1) At My Business we truly believe:

2) At My Business we always:

3) At My Business we never:

Share the complete statements with your staff. Let it become your mantra. Post it above the door to your office. Let the world know who you authentically are.

The goal is not to do business with people who need what you sell. The goal is to do business with people who believe what you believe.

One Response to The Shift to Authenticity

  • mike says:

    Very insightful! As a business person I agree! There are too many who are out for pure profit. They are also the ones that tend not to have longgevity!

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