How Authenticity Can Become Your Biggest Strategic Advantage

Sales Talk for CEOs

Imagine if the key to faster growth and deeper connections was something as simple as being yourself—authentically. In this episode of Sales Talk for CEOs, Erin Hatzikostas reveals how authenticity, when used intentionally, becomes a powerful tool for CEOs to lead with confidence, build trust, and create a lasting impact in their organizations.

Key Insights from the Episode:

1. Authenticity is a Strategic Advantage
Erin Hatzikostas makes a bold claim: authenticity isn’t about just "being yourself"—it's a strategic tool for leadership and business success. She defines authenticity as being genuine, original, and authoritative. By focusing on these traits, leaders can create trust and connection, both internally and externally. Erin explains that many leaders mistakenly believe they are already authentic, but true authenticity is more nuanced and requires intentionality.

“Authenticity isn’t about you; it’s about showing up for others. It’s an absolute fast pass to connection, trust, and differentiation,” Erin explains.

2. The Myth of "Being Yourself"
Erin debunks the common belief that authenticity simply means being yourself. Instead, she explains that authenticity must be in service to others, meaning it’s about how you show up for your team, your customers, and your partners in unexpected ways. It's about being genuine in moments where people least expect it, and knowing that being transparent doesn't always mean oversharing.

“It’s not how you act in a room with your direct staff—that’s easy. The real challenge is showing up authentically in high-stakes situations, like board meetings or client interactions,” Erin points out.

3. Authenticity in Action: Where It Matters Most
For CEOs, the opportunities to be authentic go beyond one-on-one conversations with direct reports. Erin emphasizes that the real challenge lies in high-stakes settings—like board meetings, client interactions, and public communications. It’s in these moments where authentic leadership can truly shine and create a lasting impact.

Erin explains, “CEOs need to focus on what’s needed, not what’s normal. If you're delivering a message and it isn’t genuine and authoritative, you're not going to keep people's attention."

4. The 50% Rule: Innovate Your Way to Success
Erin shares a practical strategy she calls the "50% Rule," which allows leaders to break free from traditional playbooks. Instead of trying to follow every best practice, CEOs should adapt by taking what works and infusing their own originality. By doing this, leaders can create something that is both innovative and authentic to who they are and what their company stands for.

5. Reducing the Zero Moments of Truth
Erin introduces the concept of "zero moments of truth," explaining how CEOs can reduce the time it takes for potential clients to know, like, and trust them. Building authentic connections early through thought leadership and strategic content allows CEOs to build relationships faster and more effectively. Erin encourages leaders to reduce these zero moments through consistent and authentic interactions, both online and offline.

Action Steps for CEOs:

• Start with Authenticity: Make a conscious effort to show up genuinely in high-stakes settings. Authenticity can be your differentiator.
• Apply the 50% Rule: Don’t feel pressured to follow every rule. Take what works, discard what doesn’t, and add your own unique spin.
• Create Trust through Consistency: Whether it's online content, meetings, or public communication, reduce the zero moments of truth by showing up authentically and consistently.

Final Thought:
In today's competitive market, authenticity is more than just a personal trait—it's a powerful strategy for success. Erin Hatzikostas shows us that by being genuine, original, and authoritative, CEOs can not only build trust but also differentiate themselves and their companies.

Listen to the full episode with Erin Hatzikostas to learn more about how you can use authenticity to transform your business.

Chapters

00:48 - Introducing Erin Hatzikostas - Erin Hatzikostas is introduced as the guest, with a teaser about the power of authenticity as a strategic advantage.

01:42 - Defining Authenticity - Erin begins to explain what authenticity truly means and how it differs from common misconceptions.

02:08 - Authenticity as a Strategic Advantage - Discussion on how authenticity can set companies apart in a business world where inauthenticity is the norm.

03:30 - The Misconception of Easy Authenticity - Erin challenges the notion that authenticity is a given and explains its complexity.

04:13 - The True Meaning of Authenticity - Authenticity is defined through the Greek root as being genuine, original, and authoritative.

06:00 - Authenticity in Unexpected Places - The importance of displaying authenticity in places like board meetings and public appearances.

08:30 - Genuine, Original, and Authoritative Messaging - How these three elements should guide communication, especially in crises.

10:33 - Zero Moments of Truth - Introduction of the concept of reducing zero moments of truth to build trust more efficiently.

14:46 - Content Creation and Cold Outreach - How CEOs can leverage content creation and cold outreach to reduce zero moments of truth.

16:25 - The 50% Rule - Erin introduces the 50% rule, which encourages leaders to adopt half of established guidelines while bringing their unique approach to the other half.

18:23 - Applying the 50% Rule - Examples of how the 50% rule has been successfully applied in various fields, from Broadway to business development.

22:47 - Juxtaposition for Impact - The power of combining traditional methods with unexpected elements to create memorable and impactful results.

26:20 - The Humans Framework - Erin introduces her "Humans" framework, which includes humility, unexpectedness, modeling, adapting, narrating, and sparking.

28:19 - Final Thoughts and Resources - Erin shares final thoughts on using authenticity as a strategic advantage and recommends books, podcasts, and how to connect with her.

About Guest

Erin is the best-selling author of You Do You(ish), a TEDx and keynote speaker, coach-sultant, and the co-host of an offbeat career and leadership podcast, b Cause with Erin & Nicole.

Erin's talks have reached hundreds of thousands of people and her thought leadership has been featured on ABC, CBS and published in Business Insider, Fast Company, Well+Good, among several others. ​

Erin spent her career “first half” working at a Fortune 50 company, where at the age of 42, she became the CEO of their $2bn AUM subsidiary company, PayFlex. In just three years, she took a struggling company and turned it around, tripling earnings and sending employee engagement skyrocketing. Her secret? Radical authenticity.​

Erin holds a BBA in Statistics from Western Michigan University and an MBA in Finance and Marketing from the University of Connecticut. She is married to her husband, Manny, who she met while stumbling through (and failing) an early career in the Actuarial field. Erin and Manny have two highly authentic children - Ella (16) and Mick (13). In Erin's free time you can find her coaching basketball, running, skiing, drinking wine in her fat pants, or dancing wherever you're not supposed to dance.

Social Links

Connect with Erin on Linked In: https://www.linkedin.com/in/erin-hatzikostas/

Check out Erin's website: https://www.linkedin.com/company/b-authentic-inc/

Check out Erin's books: The 50% Rule I Sassy Self-Help & Business Innovation Book | Erin Hatzikostas (the50percentrule.com)

Amazon.com: You Do You(ish): Unleash Your Authentic Superpowers to Get the Career You Deserve eBook : Hatzikostas, Erin: Kindle Store

Check out Alice’s website: https://aliceheiman.com/

Connect with Alice on LinkedIn: https://www.linkedin.com/in/aliceheiman/