The Importance of Authenticity in Building Your Business

The key to success in the corporate world is very different from the key to success as an entrepreneur. In fact, you could say these keys are complete opposites. Let me explain what I mean...
The Importance of Authenticity in Building Your Business
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The Importance of Authenticity in Building Your Business

The key to success in the corporate world is very different from the key to success as an entrepreneur. In fact, you could say these keys are complete opposites.

In a corporate workplace, an employee is rewarded based on their ability to fit into the desired mold. Whether or not they get hired is determined by how well they fit the mold. Their promotions are determined by how well they fit the mold. Their raises are determined by how well they fit the mold. Their entire success is dependent upon how well they fit the expectations to be the person the company expects them to be.

So in order to succeed, people do what they need to do: they fit themselves into that expected mold.  

A lot of people have been able to achieve an amazing level of success this way — myself included!

Unfortunately, that “fit the mold” approach that worked so well in a corporate environment, can completely derail your efforts to be successful as an entrepreneur.

Why? It’s because the key to developing a strong and successful marketing strategy for growing your business as an entrepreneur has nothing to do with fitting a mold. 

Your success as an entrepreneur is directly related to your ability to be unapologetically, truly, and completely your authentic self.

Small businesses often struggle because leaders are inspired by the success they’ve found previously in a corporate structure and proceed to try to replicate it on a smaller scale. They’ll spend time and money trying to be who they think they’re supposed to be rather than embracing themselves, being who they genuinely are, and allowing their authenticity to attract their audience.

And it’s not just following the example of previous corporate success that sets entrepreneurs down this frustrating path. It’s the fact that after spending so many years trying to fit the mold, it can be downright scary to put your authentic self out there – to be viewed and judged!

In small business settings, clients pick up on any little lack of alignment between beliefs and actions. Even if they’re not sure exactly why, they’ll feel the disconnect and they won’t be drawn to that business for partnership or collaboration.

As scary as it can be though, there’s a huge upside to embracing your authentic self as an entrepreneur. It makes everything soooooo much easier.

When a small business embraces authenticity — from core values all the way through to things like employee self-expression — their ideal client is drawn in. They’ll be attracted by the genuine version of an entrepreneur that doesn’t limit themselves, and every step of the customer’s journey will be easier, from introductions to relationship building to conversion.

It requires courage to be so transparent and vulnerable, and this is especially true when it comes to social media. Maintaining honesty without falling too far down the rabbit hole of over-sharing is a careful balance. And since a pillar of successful marketing is gaining prospects’ trust, it is crucial to include recognizable authenticity when presenting oneself as a business or entrepreneur who can truly accomplish all they claim to do. 

Conquer Your Business is here to help you put your authenticity into practice. Contact Erin to start a conversation about how to set your business up for success.

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Erin Marcus

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Erin Marcus is an author, speaker and communications specialist helping organizations to “Conquer the Conversation,” and creating improvement in sales, customer service and team dynamics. To bring Erin to your event or business:

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