Authenticity Matters
Authenticity has become a rare commodity.
I mean, at first blush, you’d think it would be abundant in society, personal or professional. Because when what you see is what you get, there are no illusions, no need for personal estimations or second guesses. What you saw would, in fact, be what you got.
But in a world driven by social media, the lure of the instant, ADD-fueled soundbite, and the much-discussed finality (and hence, importance) of the ‘first impression’, most of us are on our toes.
Instead of saying what we actually think, we calculate what we should say. Instead of being forthright and open, we’re only that way when we think it serves our agenda. In other words, instead of being ourselves, we become who we think we need to be.
This is, as I said, the case at many levels. In our personal relationships, where we hold back with new acquaintances, and even old ones, because we want to be liked and we don’t want to be ridiculed.
Or in our professional ones, where the front we put up can be far more pronounced, because we want to be seen as credible, knowledgeable, worthy of engagement. This is the case whether you’re the employer or the employee, whether you’re a customer or a vendor. (Economics has a way of doing that.)
But the thing is, it’s authenticity that actually sells.
When I think about those I prefer to spend time with or engage commercially with, it’s always those folks who I view as trustworthy. People who will tell me the straight facts and be open with me, whether I like it or not. In other words, people who are authentic.
And we see clear examples of how authenticity has value and impact in commercial spheres. Brands like Patagonia have loyal followings because they have a defined set of values and live by them. Commentators such as Scott Galloway generate massive, loyal followings because they’re quick to tell it like it is, including calling bullshit on their own ideas when proven wrong. Some of the most popular social media ‘influencers’ are those who present their most authentic selves, warts and all.
This certainly comes at a cost - authenticity, by default, includes a precondition that not everyone will like what you stand for, and what you have to offer. In fact, many will rail against you, actively. That’s part of the deal. What you have to offer can’t be for everyone, it will only be for certain groups. And while your “audience” will shrink, the ones that stay will do so with real commitment.
That’s where I think the problem starts, where we get caught up in ourselves. So much of the time, our desire to be liked, to be wanted, trumps our desire to be ourselves. And in an effort to cater to that desire, we try and be everything to everyone, which is where we lose our authentic selves. This is our dilemma.
So, to go back to what I said at the start, you’d think authenticity would be the norm, but it isn’t. I’d like to at least say that I think the tide is turning towards authenticity, but I’m honestly not sure it is. This is an age-old problem that has become more pronounced in this multimedia age.
I think it exists, in parts, in segments here and there. Which is why those segments will always disproportionately benefit, economically or otherwise.
