Be Thoroughly Authentic. Phonies can't fake it forever. Slapping a cause on your label or donating to today's trendy charity will not have a deep and lasting positive affect on your business.

Topic for Discussion: Can you describe what makes the Sundance Catalog seem to be thoroughly authentic?

Answer: First, it was started for the purpose of generating cash to support artists and the environment. Second, since 1969 this is what has been happening before our very eyes. Third, the products carried in the catalog are only selected if they fit the goals.

They are one of a kind and small runs of products offered because that is what the artist have to sell. Harry pointed out that, "Robert Redford is more than a famous person because Robert Redford stands for a lot of things--support of the environment, support of the arts--that are meaningful to people in America."

This congruence is what attracted Harry to the project and it is certainly part of the reason customers keep coming back.

You think about it: Do your words and actions line up? Do you deliver what you publish about your products and services? Do you, "walk the walk." Can you be trusted? Do customers speak well of you?