We’ve watched this phenomenon over and over. When a client “gets” their story, when they find their true selves (authenticity), something miraculous happens. First, they gain confidence. They sit up straighter. They feel more pride. You can see it and sense it in the way they talk. Second, they get more comfortable. There comes a delight in being able to tell the truth. They’re not afraid to be themselves.

But the third result is more exciting: they become more creative. When you have confidence, you can relax into your message; and when you relax a bit, your creativity flows more freely. We’ve watched our clients invent new academic programs that coherently reflect their missions. We’ve seen them strike up ingenious new campaigns. We’ve watched them reconstruct freshman orientation and senior capstone courses. We’ve heard them pontificate at faculty meetings. We’ve attended their new events and participated in new traditions-in-the-making. We’ve seen their amazing t-shirts.

Coherence unleashes you to think freely in ways you may never have before.

-Rick Bailey is the principal and founder of Richard Harrison Bailey/The Agency and author of Coherence: How Telling the Truth Will Advance Your Cause (and Save the World). Follow him on Twitter @RichardHBailey.