Magazine article Management Today

Brain Food: MT Masterclass - Authenticity

Magazine article Management Today

Brain Food: MT Masterclass - Authenticity

Article excerpt

What is it? Tired of sly, ironic advertising, dishonest management speak and bogus corporate values? You'll be in the market for a bit of authenticity.

The idea, says Neil Crofts of the Authentic Business consultancy, is to make a living 'by just being yourself'. Reject the phoney, embrace the real. Authenticity will win its own rewards. Some firms - Innocent smoothies, Yeo Valley yoghurts, Cafedirect - make a virtue of their pure and simple approach, rejecting fancy marketing and favouring a 'nothing up our sleeves' philosophy. No tricks, no gloss: they just are.

Where did it come from? The Romantics were worried that industrialisation - those dark satanic mills - would crush the authentic human spirit. Wordsworth wrote about the oppressive 'getting and spending' of modern life in the 'hot prison of the present'. In the 19th century, Danish philosopher Kierkegaard explored what it meant to lead an authentic life, paving the way for existentialists such as Sartre and Camus. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.