Authenticity Always works

By now - you would have seen Zelensky (Ukraine President) Video - https://www.instagram.com/p/CaaFzibgLES/. He has become one of the recognized political leaders of our time. His communication has changed a Sureshot Victory for Russia to a war that is going to drag for weeks. Was thinking what worked for Zelenksy - in contrast to Putin/Russia - AUTHENTICITY. We all see the same in our brand/category communication too. In today's crowded online media, Authenticity is going to trump - well-crafted videos always.

Only saving grace - Even scripted authenticity works - https://twitter.com/paulocoelho/status/1497285304125956112.