Leadership

Better Make It Real

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Executive Summary

Fake it - or make it. Today, it's the mantra. As a CEO, the author is passionate about organizational authenticity - how companies live out their promises to stakeholders. He has a message for executives and entrepreneurs who are rebooting their businesses on the heels of the Great Recession: Better make it real. For the first time in recent history, trust and transparency are more important to corporate reputation in the United States than the quality of products and services, according to the 2010 Edelman Trust Barometer, an annual survey on trust and credibility conducted by PR giant Edelman.

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