Authenticity Is the Missing Link In Your Business: Here's Why It's Importantby@scottdclary
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Authenticity Is the Missing Link In Your Business: Here's Why It's Important

by Scott D. ClaryApril 10th, 2023
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Being an entrepreneur can feel like a wild roller coaster ride, with all the highs and lows, twists and turns.

We often find ourselves in the spotlight, whether it's pitching our ideas to potential clients or making public appearances.

It's exciting, but it's also super easy to lose sight of what really matters - our 'why'.

Being an entrepreneur isn't just about making money or becoming famous. It's about following our passions, creating something meaningful, and making a difference in the world.

That's the heart and soul of our 'why'.

Life can get hectic, and sometimes it's hard to remember why we started this journey in the first place. That's where self-awareness comes in.

It's important to take a step back, reflect on our experiences, and stay connected to the bigger picture.

I recently had a chat with Jessica Zweig, and one idea really hit home: the importance of being authentic in business. This got me thinking about my own struggles with authenticity when I first started out as an entrepreneur.

Once I figured it out, everything changed - both in my business and my personal life.

In this article, we'll explore why self-awareness and authenticity are so important for entrepreneurs, and how they can make a huge difference in your business.

Whether you're just starting out or have been at it for years, these are lessons you don't want to miss.

So, grab a cup of coffee, and let's dive in!

Why Authenticity Matters

When it comes to succeeding in business, and life for that matter, almost nothing is as important as being authentic. It’s what makes you who you are, and what give you integrity in what you do. 

This area is often overlooked, so I’ve outlined a few key reasons why authenticity is something you need to start focusing on. 


First, let's talk about trust. Consumers want to know that the brands they're investing in are doing things the right way, ethically, transparently, and with integrity. 

When you bring your authentic self to the table, you're sending a clear message to your customers that you're a trustworthy and genuine brand.

That leads to customer loyalty, repeat business, and positive word of mouth. 

Trust is one of the biggest key factors that will help you build a massively successful business.

Standing Out

But it's not just about building trust, it's also about standing out in a crowded market. 

There's a lot of noise out there, and you have to find a way to make yourself heard. By being authentic, you can set yourself apart from the crowd and establish a unique brand identity. 

With so many brands out there, you have to find a way to stand out, and that's by being real. You have to have a unique brand identity that only you can bring.

That's how you attract new customers, increase brand recognition, and drive financial success.

Company Culture

Let's not forget about what sets the tone of your business, your company culture. 

Authenticity creates a work environment that's inclusive, respectful, and supportive. That leads to higher employee morale, better customer service, and increased productivity.

And when you have all those things, you're on the fast track to building a business that crushes it.

Investment Opportunities

And finally, authenticity can bring in the big bucks from investors. 

Investors are looking for businesses that are genuine and have a clear mission.

When you bring authenticity to the table, you're sending a clear message to potential investors that you're a well-established, trustworthy brand with a solid plan for growth.

That makes it easier to secure funding and drive financial success. 

So there you have it; as you can see, authenticity is a non-negotiable in the business world, and it’s something you need to start working towards right now! 

The Road to Authenticity

The road to authenticity in business can be challenging, especially in an industry that often values image over substance.

But being authentic is crucial for building a successful business that is both profitable and fulfilling. 

To get started on the road to authenticity, it's important to first understand what authenticity means for you and your business.

Authenticity can be defined as being true to yourself and your values. It means being honest about who you are, what you stand for, and what you want to achieve in your business.

To determine your authenticity, it's helpful to ask yourself a few questions, such as.

  • What are my core values and beliefs?
  • What motivates me as an entrepreneur?
  • What do I want to achieve in business? 

Answering these questions can help you better understand your own motivations and values, and how you want to express these through your business.

Once you have a clear understanding of your authenticity, and you feel a sense of groundedness in who you are, it’s important to recognize the different ways authenticity can show up.

The Different Types of Authenticity 

Authenticity can take on many different forms, and it's important to understand the different types that exist, to ensure you are hitting them all and staying true to yourself and your brand as much as possible. 

Personal Authenticity: Personal authenticity is crucial in building a successful business, as it sets the tone for your company culture and values.

When you are true to yourself, you inspire trust and confidence in others. It allows you to be honest about your goals and aspirations, and to lead with integrity. 

Personal authenticity also means being authentic in your personal life, which can have a positive impact on your work life as well. 

By being true to yourself in all aspects of your life, you'll create a more fulfilling and satisfying existence, both personally and professionally.

This means being honest about your strengths and weaknesses and being open about your motivations and goals.

Brand Authenticity: Brand authenticity involves being true to your brand's image and mission.

This means being consistent in your messaging, avoiding false promises or gimmicks, and staying true to your brand's values and beliefs. 

When your brand is authentic, customers will recognize and trust you, which leads to increased loyalty and repeat business.

Authentic branding also helps you stand out in a crowded market, by creating a unique and memorable brand identity.

Product Authenticity: Product authenticity is all about offering high-quality, genuine products that deliver real value to customers.

This means avoiding shortcuts or cutting corners, and being transparent about the features and benefits of your products. 

Customers appreciate genuine, well-made products, and are more likely to trust and buy from companies that provide them.

Authentic products also help you build a strong reputation and brand identity, as they demonstrate your commitment to excellence.

Social Authenticity: Social authenticity involves taking a stand on important social and environmental issues, and being true to your values and beliefs.

This means being transparent about your business practices and avoiding greenwashing or other types of false claims. 

When a business operates with social authenticity, it creates a more positive and inclusive company culture and demonstrates its commitment to making a positive impact in the world. 

This type of authenticity can help attract customers who are passionate about similar issues, and it also strengthens your brand's reputation as a responsible and trustworthy business.

How to Build Authenticity

Building authenticity for yourself and for your business requires patience and perseverance. It takes a combination of self-reflection and action

Here are some of the best ways I have found that can help you to cultivate long-lasting authenticity.

1. Know Yourself and Your Values

Knowing yourself and your values is the first step towards building authenticity in your personal and professional life. 

It involves self-reflection and introspection, asking questions like "What do I stand for?" and "What is my purpose?" 

This process of self-discovery helps you identify what makes you unique and sets you apart from others.

When you have a clear understanding of your values and beliefs, you are better equipped to make decisions that align with them and to communicate them authentically to others.

In business, understanding your values and purpose is particularly important. It lays the foundation for your brand identity and sets the tone for all of your business decisions and actions.

When you know what sets your brand apart, you can use that to differentiate yourself from your competitors and connect with your target audience.

Your values and purpose should be reflected in your brand messaging, products, and marketing.

When your customers see that your business is grounded in authenticity and integrity, they are more likely to trust and support you, which is essential for building a successful brand.

2. Be Transparent

Transparency is crucial in building authenticity because it demonstrates a level of openness and honesty with your customers. 

When you are transparent about your practices, processes, and motivations, you are letting your customers see the inner workings of your business and giving them a better understanding of what your brand stands for. 

This helps build trust and credibility with your audience, as customers appreciate knowing that they can count on you to be honest and upfront with them.

Also, transparency can also help you avoid potential negative consequences if your customers were to discover that you were hiding something or being dishonest.

Being transparent can help prevent any surprises or negative reactions and instead promote a positive perception of your brand.

It is important to note that transparency does not mean revealing all of your secrets and trade secrets, but rather sharing information that is relevant and important to your customers. This could include information about your supply chain, your company's values, or your approach to sustainability. 

By sharing this information, you can build trust with your customers and position your brand as a trustworthy and authentic entity.

3. Practice What You Preach

This means walking the talk and being consistent in your actions and behaviors. 

When your business claims to be committed to sustainability, for example, it's important to take concrete steps to reduce waste, use eco-friendly materials, and minimize your impact on the environment.

Consumers today are more aware of the impact businesses have on society and the environment, and they expect companies to be responsible and ethical. When you practice what you preach, you show your customers that you are serious about your values and beliefs, and that you are willing to put in the effort to make a positive impact.

This type of consistency and commitment to your values can build trust and credibility with your audience, and it can set your business apart from others. 

By being true to your values and beliefs, you demonstrate that your business is genuine, trustworthy, and has a purpose beyond just making a profit. Ultimately, practicing what you preach can lead to increased customer loyalty, positive word-of-mouth, and long-term success for your business.

4. Authentically Connect With Your Customers

Building authentic connections with your customers requires effort and commitment. To truly connect with your audience, you need to listen to their needs, address their concerns, and respond in a genuine and meaningful way.

One way to authentically connect with customers is to actively engage with them through social media, email, and other channels. Respond to their comments and feedback, ask for their opinions, and take their suggestions into consideration when making business decisions. 

This not only demonstrates that you value their input, but it also helps you better understand their needs and concerns.

Another way to authentically connect with customers is to make an effort to understand their unique perspectives and experiences. This might involve conducting market research, collecting feedback, or simply asking questions. By taking the time to understand your customers, you can better tailor your products, services, and marketing efforts to meet their needs.

And of course, providing excellent customer service is a key aspect of authentically connecting with customers. 

Respond as soon as you can to customer inquiries and concerns, and go above and beyond to resolve any issues they may have. When customers feel valued and supported, they are more likely to remain loyal to your brand and recommend it to others.


Remember, building authenticity takes time and effort. Be patient, stay true to yourself and your values, and always strive to improve. 

By doing so, you'll create a brand that customers love and trust, and that's the key to long-term success.

If you want to hear more about this and get some incredibly valuable insights from Jessica, be sure to check out our full conversation

That’s it for this week, thanks for reading. 

If you enjoyed this article, I’d love to hear from you. 

Reply to this email or tweet at me @ScottDClary and I'll do my best to get back to everyone!

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