Be Authentically Good


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You’ve seen it in conference presentations, tweets, facebook posts. You’ve heard it in discussions, webinars and conference calls:  It’s the new mantra — the new admonishment – the key to success for all of us developing the next great brand or the next great customer experience.


Say it with confetti, fanfare… raise the pom poms high — as I gag audibly. 

Perhaps it’s my mood, or the fact that I don’t have time to write an overly sensitive post, but I have to call “BS” here.  The truth is this:


When I have a bad experience, it’s authentically bad.  Perhaps the whole thing sucked…. or a chain of experiences sucked.  But they authentically sucked.  If it was a single aspect of my brand experience — say the customer service communication broke down or failed me in some way.  I was disappionted.  None of the bad makes experience “inauthentic” at all.  The mistakes, disconnects and bad behavior makes my experience authentically bad!


If the experiences we offer our prospects and customers fail to authentically aligned to the values we claim to have, they’ve gotta be fixed.  If you are on twitter auto following everyone, DM spamming people, and merely tweeting your press releases, you are making some authentically bad mistakes.  If you have a broken communications infrastructure where various departments aren’t talking to each other — you’ve got some authentically bad problems flowing out of this.   The good news is this – you can choose to


Authentically good people and brands understand ethics, boundaries, and how to build relationships based on open exchange, giving and reciprocity.  Authentically good people and brands know that they won’t always be perfect, but they can admit fault and fix things.  Authentically good people and brands don’t rip off the competition — they learn from them, and do things better.  In fact, authentically good people and brands are working hard to “create better” every day.


Dump the “lemming speak” and focus your energy — regardless of where you are in the pecking order of your company — on being authentically good and doing authentically great work.  Speak the truth with love, produce your best, serve others well, think outside your box (and your comfort zone) strive to make things better.  The best brands alive are defined by the outstanding experiences they create — and that’s where your focus shoud lie.  You’ll feel the difference and your customers will, too!

Republished with author's permission from original post.

Leigh Durst
Leigh (Duncan) Durst is the principal of Live Path. She is a 19 year veteran in business, operations and customer strategy, ecommerce, digital and social media. As an active consultant, writer, speaker and teacher, she is an advocate for creating remarkable customer experiences that harness digital media and improving business outcomes.


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