---
title: "Be You"
url: "https://books.joshbraun.com/4/forsale/294/be-you"
---

**BE YOU**

Beth is a successful AE who is unapologetically herself.

She’s a little goofy.<br>
Laughs at her own jokes.

She claps when someone explains something clearly.

Waves at dogs on Zoom calls.

Does this little shoulder dance when a prospect says something interesting.

Says things like,<br>
“Okay, this might be a weird question that I probably shouldn’t ask…”<br>
and then asks it anyway.

Admits, “I’m slightly biased here.”

And it’s so refreshing.

Because most of us try to become who we think we’re supposed to be.

More serious.<br>
More “professional.”<br>

But here’s what I’ve noticed.

When you try to be someone you’re not, people feel it.

There’s a stiffness.<br>
A script.<br>
A performance.

When you’re fully yourself, there’s ease.

Why? 

You come across as more real.<br>
More authentic.<br>
More relatable.<br>

The irony?

The thing you’re tempted to hide<br>
is often the thing that makes people trust you.

And why does trust matter?<br>

In a world of similar products, trust is why people choose you.

You don’t need a persona.<br>
You need to be a person.<br>
Be you.