Importance of Authenticity for Entrepreneurs in Business

The importance of authenticity for entrepreneurs in business today, cannot be overlooked nor ignored. Yet the word and concept is also often overused and even abused. In this article originally posted in Launch and Hustle, the concept and word are explored.


Authenticity in Business: Overused or Crucial for

authenticity-in-businessAuthenticity in Business?


Is authenticity an overused word in business today? Is it crucial for entrepreneurs to shine in their authenticity, or has the word become so jaded that it no longer has meaning?

Importance of Authenticity for Business?

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The speed at which information flows in our current environment has created a culture with a short attention span and a craving for that which is authentic. No longer can marketers or advertisers get away with simple jingles or shady claims. People are savvy and they move quickly. Thus, for entrepreneurs it’s crucial to understand how an audience thinks and responds, in addition to addressing the problems for which they are searching solutions to.

The thing about the actual word “authentic” is that it rarely is. Have you ever seen a sign for “Inauthentic Mexican Food”? Of course you haven’t, though at this point it might just bring in business due to the curiosity factor. The Mexican restaurant signs all say “Authentic Mexican Food”. But is it really authentic? What makes it so, and more importantly, do you believe it?

Authenticity for entrepreneurs starts deep in the foundation of the business, and is something best communicated with actions as opposed to words. Your audience will resonate with authenticity. But saying it doesn’t make it so. Authenticity in business is communicated on a level much deeper than just the word.

What must an entrepreneurial business do that communicates authenticity to their market without screaming it from the rooftops?

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The answer is found at the beginning. It is found in the mission of the company (or in the case of solopreneurs, in the individual). It is found in the Unique Value Proposition (UVP) that is developed through extensive query of core values, meaning, purpose, expertise and solution orientation. It is not enough to just have a cool product or offer a good service. The populace is searching for depth and clarity. (OK, maybe not for things like snow shovels – though a shovel with an awesome story, mission, and back-protecting functionality will definitely be noticed!)

Building a solid foundation to support a growing entrepreneurial venture is key to sustainability and authenticity in your business. It’s not necessarily easy to define what you and your company really stand for, but it’s in that definition that your audience feels the depth of your values, integrity and truth. When your business portrays that it has a solid foundation based on real core values, a mission and purpose combined with proven experience, comfort with your message and your product increases. Those companies that learn to market from this deeper place, and then tune directly into the needs of their customers or clients will shine.

Authenticity in business is a term that is overused when the word itself screams out from billboards, signs, brochures and websites. But the actual value of authenticity in business is more important than ever before, and extremely crucial for entrepreneurs to experience success.

What is your experience with the concept of authenticity in your entrepreneur business? How do you engage from a place of core values and truth in your marketing, customer service and product creation? Looking forward to reading your comments!


Originally posted in Launch and Hustle. Reprinted here by permission


Deborah Tutnauer

Entrepreneur Business Success Coach at Deborah Tutnauer, LLC
Inspiring change in people for over 25 years, Deborah Tutnauer, MEd, MSWdigs deep to help authentic entrepreneurs move away from the stories that no longer serve them while clarifying and solidifying those that really do! Deborah helps frustrated entrepreneurs get exquisitely clear about meaning, purpose and expertise, then facilitates the creation of a financially sustainable and joyfully structured framework in which business and business people thrive.

Coaching both privately and in groups, Deborah is also a speaker, author, event leader and consultant. Creator of the Foundation and Framework Intensive, Question Master and Leader of the Entrepreneur Business Success Club, Deborah has been called an “Architect of Magical Business and Soul Structure”by her clients because she has a powerful ability to perform alchemy, changing passions and dreams into money and time by design.

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    • says

      Thank you so much Victor!
      I appreciate your kind words and your visit to my blog. Welcome!!

      I do love to write and more so because my writing can make an impact on people and inspire them to live their dreams!

      I hope to see you again on my blog and am looking forward to seeing yours too!

      Deborah Tutnauer recently posted…Can I Afford a Business CoachMy Profile

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