Authenticity is the heart of any powerful brand. That’s not news - authenticity has become the “it word” in marketing - but why do so many people find it so hard to put it into practice? Jessica Zweig has emerged as one of the few branding gurus who really gets authenticity: how to find it in yourself, how to show it to others, and most importantly, how to live it. In Be: A No-Bullsh*t Guide to Increasing Your Self Worth and Net Worth by Simply Being Yourself, Zweig explores the myths about branding and gets straight into the heart of what really builds and sustains a personal brand platform: your unapologetic authenticity. “In these pages, you’re going to learn why the most authentic people are also the most magnetic,” she says. “You can and will become one of those people, too. Because actually, you already are. I’m just going to teach you how to uncover it step by step.” The internet is the most powerful tool for connection in history - but if you have a business, a mission, or a dream, you have to be able to cut through the noise. “This book is about more than making money or getting your 15 minutes of fame,” Zweig says. “This is for people who want to build a legacy by connecting with others, changing lives, and moving the world forward.”