Better Make It Real: Creating Authenticity in an Increasingly Fake World

When asked as a child what do want to be when you grow up, the answer was not “a person selling merchandise no one really wants” or “I want to grow up to work in a cubicle not getting along with my boss or co-workers and just putting in my time”. Most children answer proudly I want to be a doctor, teacher or firefighter, these are the professions children want to emulate because they believe have value and give back to the world they live in. We spend over 1/3 of our lives in our profession roles yet they are not always what we want them to be. Jill Morin’s book “Better Make It Real – Creating Authenticity in an Increasingly Fake World” provides the tools to make the changes in our businesses so that they can be genuine places of employment where the leadership and all employees are proud to be contributing. If more American businesses followed the road map Morin suggests perhaps our economy would be in better shape. Morin writes “It’s time for a business evolution that set us on the path leading toward organizations striving to offer their best and most authentic selves to a public hungry for it.” I think all businesses have the opportunity to gain the respect and value of “firefighter” status, however it takes vision, hard work and a new approach to be authentic. I plan to apply Morin’s Total Design Experience concepts in my area of my business however I bought a copy for our executive director and am posed and excited for the reality of authenticity.

So many entrepreneurs do not have a business background, but are health care specialists or engineers or accountants wearing the many hats a small business person wears. This book provides useful insight into intentional design of the experience for your customer/client/patient. It also reframes how to think about why as consumers we respond positively or negatively about our experience as customer. The framework it provides can help a business owner at the inception of a business or at any stage along the way. It has specifically helped me rethink a brochure/website redesign. Very worthwhile read!