Authenticity
“FAKE. CONTRIVED. DISINGENUOUS. PHONY. INAUTHENTIC. Do your costumers use any of those words to describe what you sell or how you sell it? That is exactly how more and more consumers view what companies offer them. People increasingly see the world in term of real and fake, and want to buy something real from someone genuine, not a fake from some phony.”
“Business today, therefore, is all about being real. Original. Genuine. Sincere. Authentic.”