I had the opportunity to listen to B. Joseph Pine talk about customer service recently. He has this new book out, in which he describes the importance of delivering authentic experiences. People can easily detect insincerity and if they detect it in your business, they will choose to go elsewhere.
I found his argument compelling. Pine was talking about authenticity from an organizational perspective, but my experience is that authenticity has to start on the personal level. An organization cannot deliver authenticity unless its employees are doing so on an individual basis. This is where the GEO Principle is essential.
Authenticity starts with knowing yourself, and I will contend that you cannot truly know yourself without knowing God first. As a person grows in faith, he develops a relationship with God that allows him to see himself more accurately. Personal relationships blossom when people present themselves sincerely and honestly. If a company can do the same, I have no doubt its business will blossom as Pine suggests.