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304 The Practice by Seth Godin

The Marketing Book Podcast

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Authenticity Is All the Rage

Authenticity is all the rage. But most of the time we want nothing to do with it, he says. What you get to do is say, I see a problem on behalf of the people I am working for - and I will solve it regardless of whether I'm in a good mood or not. That's what we want from a lawyer, from a doctor, from anybody who we have trusted and bought something from. And so when people talk about authenticity, what they're really saying is, I want to do whatever I want. And I want it to work.

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