Authenticity: The Real Secret to Building a Business That Lasts

If there’s one thing I’ve learned in business (and in life), it’s that the most successful people aren’t the most polished; they’re the most authentic.

Social media might try to convince you otherwise. In fact, if you’ve been around the industry for more than a minute, all you need to do is to scroll through your feed and you’ll find a whole stack of “perfect” VAs… you know the ones – they have immaculate desks, flawless systems, and apparently, zero bad hair days.

But that version of a “perfect” Virtual Assistant; well, I’m sorry to burst your bubble, but she doesn’t exist. She’s just a highlight reel.

The truth is that being authentic – showing up as ‘YOU’ - is what builds trust, connection, and long-term success.

Clients aren’t looking for perfect… they’re looking for real.

Anyone who has ever done training with me will know that I often say you don’t have to conquer the universe to be a success as a Virtual Business Owner or VA. Simply put, what I mean when I say that is that you don’t need to have every app mastered, every process automated, or every Canva template lined up in rainbow order.

But what you do need is to be authentic, reliable, responsible, and genuinely invested in doing a great job and creating great outcomes for your clients.

Authenticity has a magnetic quality. When you’re honest about what you do well, clients feel it. They know they can count on you, not because you pretend to have all the answers, but because you’re honest enough to say, “Let me find out.”

Meanwhile, for those who try to keep up appearances and look ‘picture perfect’, the pressure is absolutely exhausting, and in my experience, it’s one of the biggest reasons people will hesitate to start or grow their businesses. But here’s a little secret: clients don’t hire polish… they hire people they trust.

You might think you’re not as good as “that VA” on Instagram or Facebook who seems to have it all together, but it’s important you remember that she’s curating her feed, not showing you her full reality.

Meanwhile, you’re out here doing the work, and at the end of the day, that’s what matters.

I watched something recently that stopped me in my tracks: it spoke about negativity as a trait in people, and spoke about the fact that we’re not born negative. Think about it: babies don’t doubt themselves. They don’t compare. They don’t give up before they try. They simply do what they’re wired to do… live.

Somewhere along the line, we start overthinking. We start doubting. And for some of us, we start believing we’re not enough. But the thing is that true authenticity cuts through all that noise. When you’re being real, you stop performing and start connecting… and that’s when business becomes not just successful, but truly satisfying.

So how do you build an authentic business?

Well, my advice is not to make it complicated.  Instead, start simple, and begin by:

• being clear about what you offer / the services you deliver - never overpromise, but do what you know you can do… and do it well;

• being honest in your communication because clients appreciate transparency more than spin;

• being kind to yourself… remember that perfection isn’t possible, whereas progress is;

• focusing on the positives, and the fact that every client, every project, every lesson is a step forward.

Above all, remember that authenticity isn’t a marketing strategy; it’s a way of being.

And the reward for being ‘you’ and leading with authenticity is that you will attract the right clients, the right opportunities, and the right kind of business growth.

So don’t get tripped up by the fake personas on social media, but instead take comfort in the knowledge that you don’t need to be the most polished VA in the room. You just need to be the most authentic because that’s what builds longevity, trust, and a business that actually feels like yours.