The struggle for authenticity is real. We do a deep dive into why being genuine is more relevant today than ever before to develop trust. Consumers judge an offering's (and a company's) authenticity as much as—if not more than—price, quality, and availability. Joe details different ways to approach this in business, and the unique ways to develop experiences that delight your customers. The new (ish) imperative is for organizations is to be true to yourself by being real, genuine and authentic.