Authenticity in Business: How Being Yourself is Your Biggest Advantage
Jo Millet - freelance marketer and host of Niche Upon a Star
Is authenticity the secret to a thriving freelance career? Can showing up as your true self help you attract more clients and build lasting success?
According to Jo Millett, freelance marketer and host of the Lean Content podcast Niche Upon a Star, the answer is a resounding yes.
“In a crowded marketplace, the only thing that truly sets you apart is you. Your voice, your perspective, and your lived experience.” — Jo Millett
At a time when AI-generated content is everywhere and economic uncertainty makes many freelancers question their path, authenticity isn’t just a nice-to-have - it’s a business strategy.
Why Authenticity is Your Business Superpower
Freelancing and self-employment are on the rise.
46.7% of the global workforce is now self-employed (World Bank).
In the UK alone, over 4.3 million people work for themselves, and this number continues to grow (ONS, 2023).
Women are leading this shift. Nearly half of UK freelancers are female, and 15% are working mothers, drawn to the flexibility and autonomy of running their own businesses (IPSE).
But as more people leave traditional employment, competition has never been higher. The question is: how do you stand out?
The answer isn’t working harder, lowering your prices, or trying to be everything to everyone.
It’s doubling down on what makes you unique.
A global Edelman study found that while only one-third of consumers trust most brands, a staggering 81% say brand trust impacts their purchasing decisions.
In other words? Clients don’t just hire you for your skills - they hire you because they trust you.
The Three Business Benefits of Authenticity
It Builds Trust.
Clients don’t just buy services - they buy relationships. Showing up as yourself fosters deeper, more meaningful connections.
It Creates Brand Loyalty.
People don’t remember businesses - they remember people. The more authentic you are, the more clients will feel connected to you, leading to repeat business and referrals.
It’s Your Competitive Edge.
In an oversaturated market, no one else can be you. The more you lean into your values, voice, and unique approach, the easier it is to attract the right opportunities.
Lessons from a Billion-Dollar Brand: How Authenticity Built Spanx
A powerful example of authenticity in business? Sara Blakely, the founder of Spanx—a self-made billionaire who transformed a simple frustration into a global empire.
Blakely didn’t have a business degree or industry connections. She started Spanx in 2000 with just $5,000 in personal savings, selling fax machines door-to-door while working on her prototype.
When male manufacturers dismissed her idea, she refused to give up. She trusted her instincts, securing a meeting with Neiman Marcus—where she changed into Spanx mid-pitch to demonstrate the product’s effectiveness.
Her approach to marketing was radically different from the industry standard. Instead of hiring models, she used real women, including herself. When Oprah Winfrey endorsed Spanx on her show, sales skyrocketed, and the brand became an overnight success.
By staying true to her voice, humor, and storytelling, Blakely didn’t just build a product—she built a movement. In 2012, she became the world’s youngest self-made female billionaire and has since donated over $100 million to support female entrepreneurs.
The takeaway? Authenticity isn’t just a personal strength—it’s a business superpower.
How to Show Up More Authentically in Your Business
If you’ve ever worried about being “too much” or wondered whether people would take you seriously - you’re not alone. But the most successful entrepreneurs lean into what makes them different.
Use the A.C.T. Framework
Step 1: Align
Define your core values and let them guide your business decisions. If a project or client doesn’t align, it’s okay to walk away.
Step 2: Communicate
Share your real journey. Talk about your wins, lessons, and even failures - because vulnerability builds trust.
Step 3: Trust
Stop second-guessing yourself. The most successful business owners don’t follow a script - they carve their own path.
Final Thoughts: Authenticity is Your Business Advantage
Authenticity isn’t just about self-expression - it’s a strategic advantage. When you own your story, strengths, and quirks, you naturally attract aligned opportunities and clients who appreciate your uniqueness.
"Don’t be afraid to trust your voice. The right clients will thank you for it." — Jo Millett
So, here’s the real question: What’s one small way you can show up more authentically in your business today?
