As a fan of professional cycling I have had to recalibrate my enthusiasm of the sport.  Performance Enhancing Drugs (PEDs) have been the bane of the sport’s recent history.  I now watch the Tour de France or Giro d’Italia with the same skepticism that I might watch daytime soap operas or professional wrestling.  Riders suddenly achieve spectacular results going from middle of the peleton to front of the field in single months.

If I knew the performances where authentic I could allow my passion for the sport to roll unhindered but I have learned to guard against the next scandal.  

How do you ensure your audience is experience an authentic result?  Can they trust your cause?  Being authentic is one of the most highly sought values and increasingly is part of an enterprise’s competitive advantage. 

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