Deconstructing Authenticity

I continue to go through the book Authenticity. In the latest chapter, we learn how to assess your our business, by establishing values and how we measure up against them, specifically how you state your identity which is made up of 5 aspects:

1) The Essence of Enterprise: Who you are at your core

2) The Nature of Offerings: What you offer others

3) The Effect of Heritage: Where you came from and who you are today

4) Your Sense of Purpose: Why you are in business

5) Your Body of Values: How your identity is manifested


Wow, this authenticity stuff is complicated! The interesting thing with all of the above is that is more interesting to DO the above than say the above, because if you say the stuff and don't do it, you will be considered a fake in the worst way. Usually the parts that are stated are to prove guidelines for internal staff of the expectations, although the courageous will say more rather than less.

Another point is that everything a company publically exhibits, it's brands, behavior of staff, the way it treats customers all needs to comply with the image which is stated and projected.

The message be who you say you are and make sure your corporate behavior complies or your customers will punish you.