In my book, authenticity equals being true to your self. In order to be that, one needs to have a good understanding of who they are, and then add self-acceptance to it. Understanding who they are for – and who they are not for. What they value, and what they don’t. What they excel at – and you guessed it – what they don’t.

Same goes for individuals, companies, brands, and even nations. When we understand ourselves and own it, we become a powerful force, a magnet drawing likeminded individuals and opportunities into our lives. Opportunities that resonate.

That’s why, after 15 years of obsessively thinking about it, I’ve come up with a tested methodology that helps brands, founders, and managers clearly understand the identity of themselves, their teams, and/or their own personalities.

It’s liberating. And it’s a process that is not comfortable. Those brave enough to look at themselves from a third perspective can gain more followers, more customers, more skilled and passionate employees – and make that growth sustainable, not to mention easier. If we act fully in line with who we are – with complete awareness – business and life become sources of passion.

We make waves.