Authentication Change Management Leadership Project Management 
Harvard Business Review
OCTOBER 3, 2023
This means they need to believe three things: that you care about them (empathy), that you’re capable of meeting their needs (logic), and that you can be expected to do what you say you’ll do (authenticity). Most organizations are shaky on at least one of these trust pillars, commonly in one of the below scenarios.
Strategy Driven
JANUARY 14, 2011
It doesn’t feel authentic. There’s nothing personal about it, and they pick up on that. Being artificial puts you in the ‘typical salesperson’ category, which is exactly the role most of us detest. And unless you’re a born actor, it makes you feel skittish about cold calling. Allow the conversation to ‘breathe.’
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Strategy Driven
NOVEMBER 1, 2010
As long as brands stay true to their brand promise, communicating it authentically and effectively at every touchpoint, they are likely to weather even the most difficult of challenges. And yet, while the rules and priorities may be shifting in today’s unpredictable marketplace, the foundations of strong brands still hold true.
Strategy Driven
JANUARY 26, 2011
Most importantly, though, employees are encouraged to connect authentically with each other and with customers. Beyond that, working at Zappos is fun, personal, and social. For example, there’s a Dance Dance Revolution machine in the lobby! They feel good about where they work – and that shows in their engagement and performances.
Strategy Driven
NOVEMBER 29, 2010
The founders hired marketing and advertising experts and created what they called their ‘Drink Tank’ – a group responsible for developing and managing the Odwalla brand. With very little advertising, Odwalla differentiated their brand by extolling the benefits of drinking and supporting a “juice with a conscience.”
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