... on Authenticity

Finn McKenty blogs smartly at Lightheavyweight.  (It's a worthy read blog.)  He also assists with The Greener Grass project, which is about connecting people with ideas designed to have a positive impact. 

Recently, Finn asked me a few questions about the of role "authenticity" in branding.  You can read the short interview here ... a snippet follows.

Greener Grass: Can authenticity be created? If so, how can companies build a culture that values authenticity, transparency and honesty?

John Moore:  "This belief that authenticity can be created is what gets companies in trouble. Authenticity comes from evolution, not from creation. No magic pill exists and no big bang will cause a company to become authentic. The honor of being authentic is earned only over time and through consistent, deliberate actions. Same goes for building a corporate culture. A company that respects its employees and treats its employees like family will be rewarded with being viewed by insiders and outsiders as an authentic company."

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