I recently listened to a podcast by Gary Vaynerchuck.

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You know, the garage sale guy.

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In it, he pointed out something that every creator on X needs to hear.

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So, I often preach the importance of authenticity.

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I’m convinced it’s the ONLY way to build a sustainable business in 2024.

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There’s a problem though…

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Almost everybody misunderstands this concept.

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Why?

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People try to “speedrun” authenticity.

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What they don’t understand is that it’s a long-term game.

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You see, everyone can “fake” authenticity.

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Just post some random picture of yourself and call it a day.

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But what separates the mediocre brands from the outstanding ones…

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Is that outstanding brands are authentic every-fucking-where!

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They don’t need to force themselves to be authentic.

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They just are.

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Every piece of their content reflects it.

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Most importantly?

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They do it over a long period of time.

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“Fake” authenticity is not sustainable.

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Real authenticity is.

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And authenticity is a long-term game.

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Talk soon,

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Tim <3

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