Have you ever liked one of those tweets advising founders to build authentic businesses? Yeah, me too. They go semi-viral all the time, because it sounds like an easy out. Being authentic… That means we just need to be ourselves to be successful, right? Honestly, without further context, it’s just inspirational blah.
Retweeting it is easy, but what does it really mean for your content work? How do we create content for an authentic brand? My answer is elephants.