Many small business owners suffer from the imposter syndrome. They feel that their customers or employees will find out "who they really are" and lose confidence in their ability to run the company. This fear holds many people back from displaying who they really are at work. This becomes a problem in the transparent world of the Internet where "being human" and authentic are highly valued by customers.
Customers buy from who they believe, like, and trust. Without being authentic as a leader and a company, this will never happen and it will become impossible to build a profitable company. Here is what to do:
1. Tell the truth. This is more difficult than it first seems in small business. Most owners have good intentions, but sometimes are afraid to disclose to employees and customers what is really happening. How to be authentic: Focus on the companies strengths. Always deliver good and bad news in a timely fashion. Don't be afraid to be humble and show personal or company warts. Build a culture of openness and frequent communication.
2. Stick to the brand. Many times, companies want to be everything to everybody. This leads to telling the customer that the company can do things that they really can't. This leads to frustrated employees, disappointed customers and an unprofitable businesses. How to be authentic: Determine the exact customer segment served and the pain solved. Get clear on what the company cares about. Stay focused on delivering outstanding results in this niche area.
3. Hire employees that want to be part of the company's culture. Too many times, owners hire a person to fit a particular job. They rush into a decision and don't understand how that person would work in the overall company culture. How to be authentic: Hire for attitude over skill. Think about how the new employee will complement the rest of the team. Have team members give feedback on prospective employees.
4. Be consistent. Too many times, the company's brand does not match it's culture. The friendly company persona contradicts the cut throat office atmosphere. The boss is sometimes an angel and other times an ogre. How to be authentic: Live the company brand. Be the same person inside and outside the office. Be the same in front of managers, staff and customers. Have no hidden agendas. Set an example by practicing whatever is preached.
Are you authentic? How do you demonstrate it?