I believe authenticity is our biggest asset and point of differentiation as a brand. It is the ultimate strategy to set ourselves apart as a business and as a side effect achieve happiness and fulfillment. It's a win win. But authenticity itself isn't enough.
Empathy opens the door to human connection. Understanding our clients needs and being able to communicate with compassion creates bonds. Real to real. In this harsh business world people really appreciate heart to heart conversations where there is a genuine recognition of one another.
After all, no meter what size, shape or form the business interaction is; we always do business with other people.