GNT #157: The business case for being genuine

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TL;DR: Genuineness isn’t a personality trait. It’s a growth strategy. When your purpose, profit model, and personal wellbeing are aligned, trust increases, decisions get easier, and growth becomes sustainable instead of performative. Today, I’ll show you how to operationalize that.

Have you ever met someone who “said the right things”… but you just didn’t buy it?

They talked about values, culture, and purpose.

But your gut felt it. They didn’t earn your trust.

I’ve felt that before. And if I’m honest, I’ve caught myself doing it too. Saying what sounds right instead of slowing down long enough to ask, “Is this actually true for me?”

Here’s the uncomfortable reality:

→ You can’t out-strategize misalignment.

In today’s newsletter, we’re going to break down why genuineness isn’t soft or optional. It directly impacts how people respond to you, how opportunities open up, and whether your growth feels energizing or exhausting. I’ll show you how to operationalize it in simple, practical ways.

Let’s get to it.
 

The Cost of Misalignment

We talk a lot here about strategy, positioning, messaging, and growth systems.

But none of that works long-term if it’s built on a version of you that isn’t real.

People are sharper than we think. Clients, colleagues, prospects. They can feel when something doesn’t match up. When the message is polished but the person behind it isn’t fully aligned.

And when there’s misalignment, growth gets heavier than it needs to be.

You second-guess decisions, you over-explain, and you try to convince instead of connect.

When you’re aligned internally, trust forms faster. Decisions get cleaner. And growth starts to feel sustainable instead of performative.
 

Where Alignment Breaks Down

If genuineness is a growth strategy, how do you actually operationalize it?

Here's where you could start.

1. Look at your calendar

Your stated values mean nothing if your calendar contradicts them.

Say you value family, but you’re working every evening.
Say you value thoughtful client work, but you’re stacked in back-to-back reactive meetings.

Your calendar tells the truth.

Look at the last 30 days. Does your time reflect what you claim matters?

Misalignment often shows up there first.

2. Tighten your messaging

If you constantly feel like you’re convincing people, something is off.

Genuine positioning is clear about:

• Who this is for

• Who it’s not for

• What problem you solve

• What you don’t do

Clarity builds trust faster than just trying to be liked.

When you’re aligned, your messaging gets simpler... not louder.

3. Notice your energy after conversations

This one is underrated.

After a sales call, a networking event, or a leadership meeting, do you feel energized or drained? Drain can mean many things. But chronic drain often signals performance.

When you’re showing up as yourself, growth takes effort. But not the kind that comes from wearing emotional armor.

Your body keeps score of misalignment.

4. Make fewer performative decisions

Performative decisions look oh so good. Aligned decisions feel right.

Keep an eye out for the partnership that boosts status but conflicts with your values. The offer that sounds impressive but doesn’t fit your strengths. Or the messaging trend that isn’t actually you.

Your growth gets faster and easier when you stop optimizing for optics. If there’s one thing I’ve learned writing on LinkedIn and this newsletter over the past three years, it’s this.

Takeaway

Maybe you don't need a whole new strategy right now.

Maybe you need tighter alignment.

When who you are, what you say, and how you operate match up, trust just builds faster. It makes decisions easier, and the process of growing actually feels lighter.

And that’s genuine sustainability.

I'm always rooting for you. See you next week.

-Colleen

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