“to thine own self be true……………”

Do you remember when Jamie Oliver first bust onto our screens as “The Naked Chef”? He was fully clothed but he had stripped away the unnecessary bullsh*t and mystery surrounding cooking. The world fell in love with Jamie a self-confessed dyslexic, school dropout from Essex – he was simply and wonderfully himself!

As I read online profiles I feel emasculated by the fact that every second person is “an expert on….”; “an author of” or at the very least an “international public speaker”. Some of these are well known and how lucky we are to have such easy access to the skills and knowledge which they have gained over long and successful careers. Many others and dare I say the majority, are if not bogus, then plain humbug!

Strong words and yet transparency and authenticity are more than just corporate "buzz words" they are amongst the real attributes that B2B’s and consumers now expect from the companies and people they do business with.

People want honesty in business and expect SME’s and corporations to provide real transparency and authenticity. They also want to know and understand the real people behind the profiles, websites, logos, social media and print.

Be open when describing yourself or your business. If your business is in its first year and you are struggling to make ends meet say so! Potential customers will often give a new business “a go”. How often have you said “hey, let’s try that new pizza place”? Don’t invent a “construct” designed to make you look older, bigger, better, busier.

Be yourself! Just started – Johns Plumbing, I want to help! It’s a compelling message.

Today “Corporate Image” is less about status, qualifications, large offices and expensive stationary and much more about the real people, real skills and real results. Over the past week I had three meetings in coffee shops with clients, each of which is highly successful and controls an Australian based multinational business. Only one of them has a permanent office, shared with his accountant, and since last year I have worked without a permanent office.

Most businesses and consumers today don’t want to hear how clever you are or how important you are or how impressive your office is; they want to know if you can do the job and deliver the result at a price they are prepared to pay.

So rather than building an impossibly impressive online profile, simply state the facts; you are warm, human, competent, trustworthy and able to deliver results! It's about engaging, sharing your passions, and talking about your product or service as it relates to other people and situations.

Here are some ways to show your inner Naked Entrepreneur:

• Be Genuine: Be you, yourself, the real you and be proud to show it. Strip away the unnecessary bullsh*t and mystery!
• Share your passions: Show what, how and why you are excited, if you have a dream share it.
• Share your corporate culture: It says a great deal about who you are and the values you and your team share.
• Admit your imperfections & failures: We have all at some stage failed, stretched the truth, let people down or just plain stuffed up – I have done all and more. It’s human. How you recover, learn and move forward is the real factor by which you are judged.
• Show your expertise: Include your skills, knowledge and if wanted, qualifications on your profiles but do so to inform not to impress.
• Be subtle: Yes you are brilliant, yes your brand is huge and of course your staff and customers adore you but do you need to tell us quite so loudly or so frequently.
• Understand Yourself: Know your strengths, weaknesses and your limitations. For example I am a dreadful waffler and not the world’s best operational manager but when sat down free of distractions I am a fair theorist, thinker and strategist!

A reputation for being “a good person, hardworking and determined to deliver” is probably close to perfection and almost naked!

Do you ever wonder why those global gurus who travel the world to sell their message of how to grow rich and famous in 30 days don’t have to stay home and manage their investment portfolios which must by now be huge? I have always wondered. 

I guess they care about us so much they are prepared to travel 48 weeks a year just to help.