There’s one key thing you need to know to be successful. It’s something that never goes out of style, because it’s not about style. It’s about you being rock solid authentic in everything you do. There’s more hype than ever and we must all be diligent in avoiding hype and misrepresenting ourselves.

Your authenticity is a huge key to prosperity.

Marketing guru Gary Bencivenga talks about something he calls The Credo Technique. Credo is Latin for “I believe” and Gary believes, as I do, that we must never be afraid to say “with clarity and boldness” what we believe about our business, products and services.

The strongest marketing, says Bencivenga, tells the truth. It doesn’t have to exaggerate or lie to gather customers. It relies on the integrity of you and your business to set you apart in an overcrowded marketplace.

In other words, your authenticity.

The Credo Technique is an expression of our core values “which serve as a clarion call to gather the like-minded faithful of your marketplace.” Although people do buy products and services that are less than authentic, ultimately they respond well and for a long time to authenticity. Your product or service may not even be the best quality, but if your marketing conveys accurately your authenticity and trustworthiness, you and your enterprise will thrive.

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