Today's Notable Quote: "Higher sales are not the goal. They're actually a byproduct, an offshoot, of working in a right, ethical manner." - Robert Vosburgh, group editor Penton Publications.
What does it mean to be "Authentic", and does it really matter in our "sound-byte-driven", media-saturated culture? We've all been exposed ad nauseam to business leaders, politicians and pundits who seemingly make pronouncements based on prevailing winds of public opinion. Many among this group appear to have mastered the art of reinvention--or as some have put it--"flip-flopping". Taking full advantage of the short collective American attention span, prominent figures are prone to "posing" with little or no repercussion.
Enter the merchant. In daily interactions with their respective community's savviest (and, in some cases, most cynical) consumers, they must prove themselves trustworthy, transparent, and authentic--or risk losing their business to another. With artisinal cheese mongers, local wineries, corner bakeries, food co-ops and farmer's markets showing up across the country, "traditional" restaurants and supermarkets are facing a new kind of competition. Whereas in the past, ubiquity, variety and price were deciding factors, the challenge for many today is to justify their existence and the value of their offering--based on how "real" it seems to their intended audience. Unlike the famous (or infamous), the merchant relies on their "hard-won" reputation--built one authentically-staged experience at a time.
How about you? What trips your "purchase trigger"?