Three months ago, if you saw someone walking down a busy street wearing a face mask, you probably thought they had a breathing condition or other malady. And if you saw them actively moving away to avoid other people you might have thought they were frightened or even mentally unstable in some way. Now when we see people not wearing masks or physically distancing, we may wonder – what’s wrong with them?

As a society, we have very quickly done a 180° with these behaviors. What was normal is now aberrant, and the opposite is now the new normal. There’s a parallel in business, where being warlike was the norm. Now many companies are doing a 180° and being more loving, looking for ways to connect with people and uplift them. Whether they call it love or not, they are putting the energy of love to work. That’s one of the positives emerging from this pandemic – the wave of love in business is growing!

Behind The Mask

Masks both give anonymity and invite authenticity. My favorite thing about us wearing masks is that it’s easier to really look into people’s eyes. As the saying goes, “The eyes are the window of the soul.” So now with masks, we can see and be seen more deeply.

Yet always behind your mask is you. Authentic you. One key practice of the Amare Way (the “A” in the Amare Way ABCs) is authenticity. It’s not always easy. But in these times,  being authentic is more important and appreciated than ever.

Here are some “mirror“ questions from my book to assess authenticity in your business and you.

Does your organization:

1. Set priorities and operate based on its stated vision, purpose, and values?
2. Promote honesty and transparency in business dealings?
3. Encourage people to bring their whole selves to work?

For you personally:

1. Does what you say and do in business match your personal beliefs and values?
2. Do you genuinely care about and respect your company, employees, and customers?
3. Do you always do your best at work?

3 Ways to Put Love to Work by Being More Authentic

1. Don’t Know. No one knows exactly how this pandemic will unfold. There’s no need to pretend knowledge. Build trust by telling your people: a) you wish you could be more certain, b) what you do know, and c) what you think.
    
2. Be You. Oscar Wilde famously said, “Be yourself. Everyone else is already taken.“ To authentically be you: a) ask yourself how you want to be, b) check your behaviors against that intention, and c) commit to fixing misalignments. 
    
3. Get Feedback. Ask customers and partners how your organization is doing at authenticity. Specifically: a) Ask them if your organization seems sincere and genuine, b) if your words and actions match, and c) if they trust you.

Resources for Putting Love to Work: Marketing with Authenticity

Customer Service: How to make the right decisions for now and communicate them authentically to sustain long-term relationships (PR News).

Influencer Marketing: Determine if influencer marketing is right for you during this pandemic and how do it authentically (Edelman).

Marketing Research: Decide what research to conduct, what to do differently, and how to best go about research now with sensitivity and authenticity (Alpha). 

Today’s Amare Wave Wednesday Quote

“This above all: To thine own self be true.“
—William Shakespeare

Thanks everyone for tuning in to Amare Wave Wednesday! Do YOUR one amare thing today to improve your business and grow the wave!

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