Let’s Make 2024 an Authentic Year

With the brand new yr underway, I look again on 2023 with satisfaction—not only for the various accomplishments of my workforce, however for the trade as a complete. We survived one other yr, everybody! In a troublesome atmosphere like this one, survival requires sturdy groups, collaborative spirit and, not least, a wholesome dose of Merriam-Webster’s aptly chosen 2023 Phrase of the 12 months: genuine.

For English-language communicators worldwide, Merriam-Webster’s iconic dictionary is a ceaselessly visited useful resource. That the beloved reference handbook selected “genuine” as its phrase of the yr crammed me with a way of hope. The phrase wasn’t chosen at random or as a result of the writer’s workers felt it applicable. “Genuine” rose to the highest as a result of quantity of searches the phrase acquired. Search quantity is an efficient indicator of the collective conscience.

Authenticity applies to the hashish trade now greater than ever. Manufacturers, businesses, and each enterprise in between can’t survive off fancy phrases alone. The times of self-aggrandizing are behind us. Shoppers, buyers, and collaborators are supporting firms which are real and personable—and people are the gamers that may survive in the long term.

However what does authenticity imply in follow? How can firms show they’re genuine?

We’re all busy making an attempt to get our story on the market to a bigger viewers. Promotion is significant for fulfillment. However what units genuine companies aside is the time their groups spend money on attending to know others of their group. “Quiet” conversations—these with out an viewers—matter.

For instance, many people depart giant trade occasions—MJBizCon, Fortunate Leaf, MITA— feeling finest in regards to the quiet, one-on-one conversations carried out with different members of the group. The prospect to essentially get to know the names behind the manufacturers makes an enormous distinction in relationship-building. Whatever the venue, occasions enable us to work together authentically with different people, not simply faceless, impersonal model identities (irrespective of how charming these identities could also be).

Honesty issues, too. Because the trade has matured over time, it’s turn into simpler to see via inauthentic advertising. Claiming to be “the largest” or “the very best” doesn’t imply a lot in a saturated market.

What does have which means is a compelling, true story. Sharing real-life tales of discovering aid for sufferers, bonding with family and friends with out alcohol, and changing cigarettes and even opioids with hashish are simply a few of the methods manufacturers use authenticity to assist create buzz and obtain longevity.

Authenticity is particularly useful in branding and advertising efforts, however it’s additionally a key trait of excellent salespeople. Prime performers persistently say their secret is to develop an genuine relationship with every buyer. Relationships want time to develop and bloom. Genuine entrepreneurs and gross sales professionals plant seeds via LinkedIn conversations, emails, cellphone calls, and in-person conferences. Over time, the work they put in to make real connections blossoms into one thing worthwhile for them and their prospects.

In reality, we’re all promoting our private and business manufacturers on daily basis with each interplay. That’s why social media is such a strong instrument: It permits us to remain in each other’s orbit, celebrating wins and providing assist in genuine and significant methods.

Authenticity additionally favors collaboration over competitors. The trade has room for us all. Whereas pleasant competitors is a necessity and retains us all working to a better commonplace, we are able to make room for collaboration, too. Manufacturers with comparable values and missions can work collectively to get their message out to a bigger viewers whereas celebrating their distinctive particular person qualities. When Jeeter partnered with Highsman to launch a football-themed field and limited-edition attire, for instance, each manufacturers garnered consideration from a bigger viewers and created one thing greater than both may have created alone.

This yr, count on to see manufacturers leaning extra closely into authenticity, although the idea could take sudden varieties. In Merriam-Webster’s announcement for the 2023 Phrase of the 12 months, the writer said, “Though clearly a fascinating high quality, genuine is difficult to outline and topic to debate—two causes it sends many individuals to the dictionary.”

Sure, authenticity might be onerous to outline, and striving to “look genuine” can have the other impact if tried on solely a floor stage. That’s why probably the most profitable gamers within the trade proper now are those who’ve been true to themselves since day one. These are the businesses we’ll see proceed to achieve 2024 and past.

I don’t know what the subsequent Phrase of the 12 months might be, however I do know I might be carrying “genuine” with me via all of my endeavors this yr. Might all of us succeed and rejoice each other’s wins in 2024!  

Kim Prince is founder and chief govt officer at Proven Media, a results-oriented company serving business- and consumer-facing firms all through North America. She brings greater than twenty years of company advertising expertise and has a formidable background in company messaging methods, public relations, and strategic planning for firms, manufacturers, and C-level executives.