From Smart to Wise: Acting and Leading with Wisdom

Authentic and Appropriate Action in the Age of Complexity

Acting authentically and appropriately is vital in a world dominated by diversity, velocity, and interconnectivity. The fact is that no one can hide anymore. The tools of social media open all our actions to instant analysis and massive scrutiny. Any inauthentic or inappropriate action is quickly spotted and called out—or digitally chased—by customers or competitors. (And conversely, authentic and appropriate actions can gain an instant following with the viral impact of social media.) Keep this in mind as you consider your company’s advertising and marketing budget. According to Forrester Research, 95 percent of consumers consider advertising messages to be disingenuous.⁹ This information ...