Guest Blogger
Patagonia Makes it Real
I began this series of posts on authenticity by quoting Yvon Chouinard. So it seems only fitting that I complete the circle and end with his company, Patagonia. It’s certainly among the most authentic of any organization that seeks to operate sustainably and contribute to society. What’s my evidence? Consider the following.
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“Authentically Good” Is About More than “Less Bad”
Recently, I came across a book that advises marketers to push past their demographic research and trends analyses, and start focusing on how best to create solutions to customers’ real-world problems.
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Why Transparency Leads to Authenticity
Any company that truly aspires to be authentic must dare to wear the see-through. It must have the courage to publicly bare, for all to see, its good, bad, and ugly impacts on society and the environment. Only then can an enterprise make a convincing case that it’s authentic—that its actions live up to its [...]
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PepsiCo Flunks the Authenticity Test
In many ways, authenticity is a synonym for integrity. A company that aspires to be authentically good says what it’s going to do and then does it. And when it stumbles along the way (stumbling is inevitable, as I well know), it doesn’t try to greenwash or explain away its mistakes—it exposes its setbacks and [...]
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Get Real
Has authenticity become just another artifact of our shiny, pre-fab world, where nearly everything we encounter is created for consumption? Patagonia founder Yvon Chouinard certainly thinks so. In his compelling book, Let My People Go Surfing , Chouinard recalls seeing someone wearing a sweatshirt with the word “authentic” emblazoned across the chest.
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