On the Power of Authenticity…

By Anthony Garcia - Sep 08 , 2010

So you’ve watched Jessie Schell’s “Design Outside the Box” video twice, maybe even more. You are wondering exactly why it is so powerful, what it says about the future, the world beyond Facebook, the worlds of entertainment technology and society itself, our ways of working with each other. (Hint: It is not the big equations Jessie shares.)

It is easy to get distracted by the technology aspect of this presentation, so don’t. Technology is only a means to a end. I want you to stay focused on the ends (not the means). Here are the three big takeaways for you to ponder

1. Understand what customers need at a base psychological level is not a trick, it is smart. Do you know what is motivating your customers?
2. Understand the power of authenticity. Be real, raw, relevant.
3. Understand the mindset of the Civic Cycle we are in and how society has shifted right under your nose.

(In a Civic Cycle (as opposed to an individualistic one), society cares more about small actions than big unobtainable dreams, so the reward/point system becomes essential to our behavioral motivations and will only get stronger as the cycle progresses over the next few decades).

What can you do about this?  How can you take advantage of this? Here are a few steps

• Look at your product, and ask the question: What are the key motivating factors at play when people buy this? Are they looking for the best in category? Are they looking for a rich experience? Are they looking to learn or improve something around them? Are they looking to enhance their relationships or self?
• Look at yourself. Are you still afraid to make a mistake in public? Are you too concerned with your image? Do you cringe whenever your product or service gets a negative review? (If so, get over it, no product is perfect and your customers already know this; and if you don’t run your negative reviews, your customers won’t trust you.) Are you embracing authenticity?  How real are you willing to get?
• Watch this following video, and understand how today is much different from yesterday, and that what worked then will not work now.

Now grab your list of answers THEN begin thinking about how you can use technology to turn up the heat on your service and brand.

We would love to hear about what you come up with. Please share. Your insights.