James Gilmore is a highly contemporary entrepreneur with insight into the business world. During this keynote, Gilmore touches on his book 'Authenticity: What Customers Really Want,' delving into the modern needs of consumers in the new global and digital economies. People expect more than than just product, they expect memorable moments. Now, knowledge of your customer is the most valuable currency in business.
With such a focus on relatable marketing tactics, being authentic has never been as important a characteristic for a company to prioritize. Businesses must take on this perspective as a newly categorized business discipline. With so many dot com businesses appearing as competitors, forming a relevant and lasting relationship with audiences is priceless. Gilmore argues that authenticity is the new quality. Customers will come back to genuine businesses.