The Value of Authenticity in Business

2020 hit and companies, communities, and families were pushed fully into digital.

It was a disruptive push for most, and while some of the “messiness” continues to grow, it also evolves. 

Many businesses are now beginning to recognize efficiencies via reduced overhead and streamlined communication channels. The long term impact on customer experience remains to be seen, however.

As for the marketplace of today, it is now-more-than-ever overcrowded with messaging, apps, influencers, brands, wanna-be brands, and just about everyone vying for consumers’ attention.

How do we know what is real and what is not real; what is fact and what is fiction?

The fact is, we don’t. New companies and brands are multiplying like gremlins after midnight and just about everyone is becoming a creator and influencer.

The only way to know the difference is to experience it yourself, and rely upon reviews, testimonials, and recommendations of those who have experienced it before you. Sounds a bit scary. However, I think this is fabulous news!

The marketplace overload creates an opportunity, a tremendous opportunity, and value for authenticity. Authenticity of brand as well as value proposed and actually delivered to customers or shall we say authenticity of brand via customer experience.

In my many years as a Marketer, I have watched the industry change from highly creative catch-your-attention-and-evoke-emotion advertising to fast-digital-channels-and-funnels based primarily on numbers and data. So, which is best?

The answer: they both are.

Take a quote from Steve Jobs as an example.

"You've got to start with customer experience and work back toward technology."

Amy Weisenburger & Associates are ready to dive into your business. Click here to start your new profitable chapter.

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