In her book "The Art of Being," author Susan C. Young emphasizes the importance of authenticity in business relationships. She argues that for people to engage in business with you, they must perceive you as genuine and trustworthy. If they doubt your authenticity, they are unlikely to invest their time or resources in forming a relationship.

This concept highlights the necessity of establishing credibility in professional interactions. When individuals believe in your realness and integrity, they are more willing to collaborate and build lasting connections, which are essential for success in any business endeavor.