The sustainability, resilience and durability of a business can be found in the quality of its relationships. People do not find truth in experiences which are not truly authentic, and these are the types of experiences which cannot endure because inevitably, one day the illusion will become apparent to others. If you really care about creating something that endures, that has roots, there is no way other than authenticity. The truth, therefore, starts with ourselves when there is complete coherence between what we say, what we mean, and how we act.