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Brilliant Brands Aren't Built Behind Masks

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Organizations that try to portray themselves as what they think people want instead of what they are don't win over our hearts and minds. In an age where everyone is connected, falsehoods are fleeting.  

The world does not expect perfection. In fact, perfection is troublesome. When we see something that seems too perfect, there's a small part of us that knows something's not quite right. Don't hide your limitations and your flaws. Be genuine -- we like that sort of thing, and reward it.