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Faking it till you make it doesn't work—at least, not long enough to build a sustainable business. This book by a CEO and public relations expert shows how authentic leadership eliminates the need for short-cuts that sabotage success.

Self-doubt and the intense pressure of facing the unknown are real problems for entrepreneurs and leaders. But there's a difference between feigning confidence and running a con game; Elizabeth Holmes and Billy McFarland thrived on faking it for a short while, but their businesses were all aspiration, no foundation, and so collapsed disastrously. This book revisits the core of leadership, defines authentic, reality-based business integrity, and shows readers how to attain and maintain it.

Through the double lens of running her own PR firm in Silicon Valley and advising hundreds of other executives, award-winning CEO Sabrina Horn shows leaders how to attend to the fundamentals and gain the clarity of thought necessary to make sound business decisions. She delivers real, workable strategies and best practices with firsthand accounts of painful lessons. Horn's fake-free advice will empower leaders to disarm fear and organize risk, manage setbacks, plan for the unexpected, and create a company culture designed for long-term, sustainable growth.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Contents
  5. Dedication
  6. Foreword
  7. Introduction
  8. Chapter One: Some Really Bad Advice
  9. Chapter Two: So, You Want to Start a Company …
  10. Chapter Three: Becoming a CEO
  11. Chapter Four: Becoming and Staying an Authentic Brand
  12. Chapter Five: Get Used to Lonely
  13. Chapter Six: Airtight
  14. Chapter Seven: Leader and Loser Both Begin with the Letter L
  15. Chapter Eight: Way Off the Menu
  16. Chapter Nine: The Founder’s Curse
  17. Notes
  18. Acknowledgments
  19. Index
  20. About the Author
  21. About Horn Strategy, LLC
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