Welcome to Day 2 of our back-to-school special feature. We're focusing on Tom Asacker's Ten Truths all week, and counting down to #1. Today, we are going to take a look at Truths #8 and #7:

Truth Eight: From Honesty to Authenticity

"People today are incredulous of marketing, institutions and the media. The only way to suspend disbelief, cut through skepticism and create trust is to act as a real human being and get to the truth. As the sages say: "Words that come from the heart can enter the heart.

"What the business world needs now is a return to the idea of amateur spirit. Now, it’s probably not the amateur spirit as you may think of it. The definition of amateur has evolved for the worse over the past few hundred years, coming to represent a dabbler or incompetent. The original spirit of amateur was a positive, noble tag to apply to someone (the Latin root for amateur is "amator," lover). An amateur pursuit was one you did for love, with a spirit of passion and authenticity. And it certainly didn't imply a lack of skill. Thomas Jefferson was an amateur writer and philosopher when he drafted the Declaration of Independence.

"Organizations - actually the people in them - must recapture this amateur spirit. Not because it is morally right, but because it's the only way to succeed in a world stunned by scandals and greed-is-good ideology. Ask yourself these simple questions: Do you want customers and employees to come to you first - and stay with you? Do you want them to recommend you to their friends and associates? Then you have to get them to do what? Trust you. And how do you go about doing that in a post-Enron economy? Certainly not by saying, "Trust me." That kind of talk immediately causes people to put up their defenses. Instead, you must get them to believe! Success today all boils down to belief. "Who should I believe? Who can I believe?" These are the critical questions. You must be believed to have any chance of success.

"But I have some bad news: No one will believe you. That’s right. In today’s court of public opinion, you are guilty until proven innocent. It’s the harsh business reality of our time. But there is a way to quickly transcend this reality. Here’s how: Within the first few seconds of meeting you or being exposed to your communications, your audience will form an impression that is easily reinforced and unlikely to change. They’ll observe your mannerisms, voice, choice of words, etc. and judge whether you are worth listening to. To cut through their innate disbelief - and very short attention span -simply push past your comfort level and be authentic! Amazingly, that’s all there is to it. Simply take off your mask - your title, your expertise, your bureaucratic language and technical jargon - and connect with them with honest, simple, and engaging language. Be on the level. Be moved to candor. Tell them what you believe and what you think. Speak the unspoken.

"(...) Say what you mean. Mean what you say. And don’t be mean when you say it. Don’t be defensive. Lighten up. Children have an inherent sense of honesty and humor that adults adore. It’s this authentic nature that you connect with. It doesn’t connect with you because it’s cute. It connects because it’s true. And you know it. So listen to your innocent, inner voice. Be childlike. Speak in a language that is natural, open, and honest. Get rid of all of the hype and toss in a dash of self-deprecating humor. State what you feel in a candid and caring, yet unapologetic way. And never - never - hide anything. People will then believe that you are being straight with them (warts and all), and as a result, you’ll be worthy of their trust.

"Daniel Boorstin wrote: "The amateur is not afraid to do something for the first time." And that's the measure of great artists, great lovers, and great entrepreneurs (not to mention children). To say, "I don't know." To ask the hard question that is on your mind (in a soft way). To take risks. To be bold. To state what you are feeling, openly. To admit your weaknesses. To adopt this amateur spirit takes courage and demonstrates your love for - and connects you on an emotional level with - your audience. They’ll believe you. It will demonstrate your trust in them, and your desire to eliminate their fears and their concerns. And it will inspire them and engender trust because it rings true."

Truth Seven: From Doing To to Doing With (and For)

"No one cares how much you know, until they know how much you care. And it doesn't take a genius to tell the difference between someone who listens in order to get something, and someone who listens because she cares.

"(...) Business is no longer a simple cause and effect, transactional, quota-driven environment. Now it's all about trust and involvement - relationships. And relationships are messy. Relationships are hard to quantify. Relationships take time.

"(...) We like to believe that control is a good thing - an attribute of a strong individual. In our upside-down way of thinking, we assume that by being in control, we can prevent bad surprises and get precisely what we desire out of life. We're convinced that control keeps people secure and in their places, thereby preventing us from being disappointed by them. But nothing could be further from the truth. The need for control comes from weakness or insecurity. It is fear-based, plain and simple. Fear of the unknown, fear of failure, fear of being judged by others, fear of intimacy, fear of loss, fear of not making quota. And this fear is what prevents us from discovering our true passion and purpose. It prevents us from doing what we do best and letting others do what they do best. It stifles people's growth and eventually pushes others away from us.

"(...) Control destroys relationships. Control blinds you to opportunities. Control shuts down your inner voice. Control is driven by your ego's need to serve itself. Control is an illusion you cling to primarily to alleviate your fears. Leaders give up the need to control, come to terms with their own egos, and dedicate themselves to helping others. They inspire. They embrace change. They accept the uncertainty of the future. They trust people and help them live their dreams.

"(...) As Gandhi said: "Be the change you want to see in the world." You don't have to be part of the world that emphasizes the pursuit of wealth, reputation and conventionality. Instead, be other-focused and have boundless empathy for human frustration and suffering. Stop listening to your weak, cynical and selfish inner voice that tells you that it's "their problem." You're much greater than that. Let your mind go and feel and understand with your heart and gut. Don't be quietly cynical or apathetic. Don't push or persuade. Be open, optimistic, compassionate, and kind. Help people feel better about themselves and their place in the world. Because the true measure of success is not what people think about you nor how many people know your name, but how many people's lives you've touched."

Tomorrow, we'll look at #6 and #5: Going from facts to storytelling, and from branding to bonding.

Have a great Tuesday, everyone. :)

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