In the modern world of enterprise, where trends emerge and fade with blinding speed, many are tempted to switch lanes upon sighting a new promising avenue. Yet, as I learned in a deeply personal experience, real success and influence stem from authenticity, from evolving our intrinsic difference rather than changing it altogether.
A personal encounter from my earlier years captures this notion poignantly. The situation was simple: I was seeking approval for an outfit I’d made, not from the world, but from the person whose opinion mattered to me the most – my late husband. After a few attempts, I finally opted for one that had previously won his appreciation. At the heart of this incident was not the outfits, but the message he shared afterward. His words, “My wife, one of the things I loved about you the most is that you were comfortable in your difference,” spoke to a deeper truth beyond fabrics and aesthetics. The essence of his message was that authenticity, being true to oneself, is more radiant than any facade we put up to fit into a mold.
This lesson is pivotal for the realms of business and leadership. As leaders, CEOs, and entrepreneurs, it’s all too easy to fall into the trap of mimicry. We see a competitor succeeding with a particular strategy, and the immediate instinct might be to emulate. Yet, true long-lasting success is not born from duplication but from innovation and authenticity.
But why does authenticity matter in today’s business environment?
Authenticity: A Timeless Business Strategy
In an age dominated by digital interactions, consumers are yearning for genuine connections. A study by the global PR firm, Cohn & Wolfe, indicated that 87% of global consumers believe that brands need to “act with integrity at all times”. Brands that resonate with authenticity have a magnetic pull, drawing in loyal customers and building strong brand equity. The Stackla survey adds another layer to this, revealing that 86% of consumers prioritize authenticity when choosing brands to support.
Employees: The Heartbeat of Authentic Businesses
Internally, the culture of a business is significantly affected by its authenticity. Gallup’s research unveils a fascinating correlation: workplaces that nurture authenticity experience elevated employee engagement levels. And engaged employees aren’t just happier; they’re more productive, innovative, and loyal. This directly translates to improved business performance, underlining the tangible benefits of authenticity.
Market Leaders and Authentic Evolution
In the business arena, companies like Apple and Tesla serve as shining exemplars of authenticity. Apple’s unwavering focus on design and user-centricity, and Tesla’s pioneering vision for sustainable transportation, have rendered them not just market leaders but trendsetters. Their success isn’t predicated on mimicking competitors but on a clear and authentic vision, evolving their foundational principles.
In the African business landscape, companies like Safaricom in Kenya and Dangote Group in Nigeria stand as luminous paragons of authenticity. Safaricom’s consistent commitment to connecting people, epitomized by its innovative M-Pesa platform, and Dangote Group’s groundbreaking strides in manufacturing and infrastructure underscore their roles not merely as market leaders but as pace-setters on the continent. Their triumph isn’t based on replicating competitors but on a distinct and genuine vision, evolving from their foundational roots.
Authenticity doesn’t stop at the doors of the corporate world. Just as genuine brands build loyal customers, authentic people nurture lasting relationships. In romantic pursuits, as in friendships and familial ties, the allure of genuine interactions remains unparalleled. In a study by the University of Georgia, it was found that authentic self-representation in relationships led to greater intimacy and trust. Masking our true selves or altering our behaviors to fit in, much like in the business arena, only creates temporary connections. Authenticity is the bridge to deeper, more meaningful bonds.
Brands and relationships that resonate with authenticity aren’t just endearing; they’re enduring. Their magnetic pull isn’t magic; it’s a reflection of consistency. So, with the compelling case for authenticity in business, how can leaders ensure they’re steering their organizations in this direction?
- Engage in Self-Reflection and Assessment: The heart of authenticity is rooted in understanding oneself. Whether you’re a leader, an employee, or simply navigating life’s challenges, introspection is key. It aligns us with our core values and beliefs, ensuring our actions, decisions, and relationships in both our professional and personal lives mirror our true essence. This alignment fosters not only personal integrity but also builds trust and rapport with those around us, making our interactions genuine and relatable.
- Transparent Communication: In an age of information overload, honesty stands out. Authenticity flourishes when we communicate transparently. Whether it’s in board meetings, team collaborations, or personal relationships, facing truths and sharing them candidly is invaluable. It’s about creating environments where openness is celebrated, where vulnerabilities aren’t hidden but shared, and achievements are rejoiced in together.
- Consistency in Identity and Action: Authenticity wavers with inconsistency. Whether it’s the voice of a brand, the actions of an individual, or the promises in a relationship, consistency is paramount. Every interaction, decision, or commitment should align with our core beliefs and values. It’s not about mere repetition but creating a resonance that is felt and appreciated by others, ensuring that our identity is both recognized and trusted.
- Celebrate Individuality: Every individual has a unique story, perspective, and value. Whether in a business setting, in the community, or in personal relationships, it’s this diversity that enriches our collective experiences. By encouraging and celebrating these unique voices and viewpoints, we cultivate environments that are both innovative and authentic, strengthening the fabric of our teams, communities, and personal connections.
In the midst of relentless change and noise, authenticity emerges as a refreshing constant. While trends shift and evolve, authenticity remains, unwavering and true. It’s the quiet strength that continues to resonate amidst the din, touching the very core of our being.
As we face new pursuits and challenges, the essence of being genuine takes center stage. Amid countless voices, the authentic ones hold a unique power, leaving impressions that last and ripple far and wide.
To recognize authenticity is one thing; to live it is another. Embracing and championing it ensures not just immediate impact, but also shapes a lasting legacy.
Dzigbordi Kwaku-Dosoo is a Ghanaian multi-disciplinary Business Leader, Entrepreneur,
Consultant, Certified High-Performance Coach (CHPC™) and global Speaker.
She is the Founder and CEO of The DCG Consulting Group.
She is the trusted coach to top executives, managers, teams, and entrepreneurs helping
them reach their highest level of performance through the integration of technical skills
with human (soft)skills for personal development and professional growth, a recipe for
success she has perfected over the years.
Her coaching, seminars and training has helped many organizations and individuals to
transform their image and impact, elevate their engagement and establish networks
leading to improved and inspired teams, growth and productivity.
