‘Faking it’ is passé

The idea of ‘faking it till you make it’ is passé. A fad of the past decade that has seen devastating results at the same time as it has seen growing numbers of immatators.

Fakers may grow fast, but they don’t last. And they leave destruction in their wake.

A more sustainable strategy is marked by excellence in product, authenticity in message, and empathy in approach. People and brands that think this way establish themselves slowly, but they are more likely to endure on account of the fact that they have better products, are more credible, and achieve lasting loyalty from customers and colleagues alike.

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