The Power of Authenticity

Posted on | October 14, 2009

Seventh in a series analyzing seven new economy trends

There is an episode of Sex and the City in which Carrie and the girls attend a baseball game at Yankee Stadium. This scene lives in my memory because Carrie sits there in a rather empty upper deck, rather decked out—in fur.

For you male NEC followers, this is noteworthy because 99.9 percent of women would have pulled a “sporty” outfit from the “this is what one wears to a baseball game” section of their closet. Cute jacket, sure. Hooded sweatshirt, yes, particularly if you are a serious baseball fan.

But fur? Outrageous. And absolutely, completely, unabashedly Carrie Bradshaw.

This scene inspires me because I believe it was not Carrie’s intent to be outrageous. She was simply being exactly who she is, unchanged by circumstance or surroundings. Strong and distinctive, true to her most authentic self.

There is a lesson here for all of us influenced by environmental dynamics. Last fall we awoke to a radically changed marketplace, with an economy in freefall, and we looked for ways to survive. We cut overhead and restructured; we reconsidered and repackaged. We diversified and discounted and promoted like never before, using every trick in the book (with good reason) to make a sale and stay afloat.

I suggest to you that this is a good time to take stock. For a moment, acknowledge what an accomplishment it is to simply be still standing. And then assess any damage caused by the compromises you had to make. Risks include:

1) Losing focus on your core business.

2) Confusing your customers and potential customers with inconsistent messaging.

3) Performing poorly in an arena that may not be your specialty.

4) Diluting the power of your greatest asset, your brand.

Deliberate experimentation is a vital component of any healthy business plan, particularly when environmental circumstances change. But the most authentic brands align those initiatives with an unwavering core truth their customers recognize and trust.

Is there anything more powerful than that?

- Cathy Monetti, Riggs Partners
cathy@riggspartners.com

Category: Uncategorized
New Economy Consumer Trends Localism

A rediscovery of, and intentional support of, all that is available where we live, work and play; an embracing of the diversity and options we hadn't noticed; a return to family (redefined); a focus on "home"

reducism

A distinct and intentional move away from excess, although not counter-cultural; the casting off of that which is superfluous; a focus on purity, essence; making-do, but with high standards for aesthetic design and functionality

Considerism

Supreme homage to value, redefined; every action an investment, whether time or money; the death of impulse / birth of comparative study; choice as a primary concept

D.I.Y.ism

Self-empowerment(!) creating a markedly different sense of control; an attraction to that which is experiential (and valuing the experience); creativity, renewed; the anti-immediate gratification movement

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