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Individuals and Companies should do and say those things that they actually believe and they will attract the same people that believe in what they believe in as well. Simon Sinek who is a great speaker talks about authenticity and trust. He talks about how everything we do is a symbol of who and what we represent. It’s not about posturing, or disguising or telling others what you are. It’s just being honest with oneself and being okay with what you are as a company, as an individual. That’s how you authentically make connections.

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