In his recent article for Inc, BigSpeak’s EVP and business growth speaker Ken Sterling unpacks how inauthenticity is anathema to success.

In an era in which consumers often assign moral value to their buying choices and opt to support companies that prioritize honesty and individuality, those businesses that forgo their original product offerings in order to cut corners are met with dropping sales and angry former consumers. 

Take the case of Hershey’s chocolates, once widely beloved for their wholesome quality, which have recently come under fire for switching out their ingredients to include a reduced amount of cocoa, to the extent that their products no longer meet the official standards to be considered real chocolates.  

On the opposite end of the spectrum are brands like Beats by Dre, a headphones manufacturer with one of the most iconic marketing campaigns ever, all banked on the power of authentic storytelling. Former CMO Omar Johnson’s team led the organization through a meteoric rise, taking Beats’ value from $20 million to $2 billion and earning a super engaged and loyal fanbase. Jessica Alba and Nicola Kilner have also earned admiration for their ethical brands in the beauty and retail sectors.

Sterling theorizes that authentic leaders like Johnson possess three key qualities that allows them to honestly connect with others and maintain stellar reputations with consumers: self-awareness, alignment, and consistency. By prioritizing their values, businesses earn and maintain respect that sets them apart from their corner-cutting competitors.