Build trust through authenticity . That's not a slogan or a strategy. It's something I practice every day in my company. Why is authenticity important? Consumers today are more informed and have the means to compare brands at their fingertips, anywhere, at any time, making them less loyal than ever.

They're also bombarded with marketing, ads and polished brand statements at every turn. But what they really want is to connect on a human level. They want to feel seen, heard and valued.

At our recent team retreat, we spent most of the time talking about Unreasonable Hospitality by Will Guidara — the idea that businesses should go beyond what's expected to care more, listen more, and create moments that feel personal and real.

Unreasonable hospitality hits home for my team because it'

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