“There has never been a more important time for Human Resources leaders to remember what the H in HR stands for than now.”

So says Peter Lynch, chief people officer at property giant Cardinal Group Management, who has focused his career on the virtues of genuine leadership and what he calls ‘The Age of Authenticity’.

Ahead of his keynote presentation at UNLEASH America this year, Lynch explained to UNLEASH the foundations of this ethos, rooted in what he describes as the “chaos” of his childhood and defined throughout his career across numerous Fortune 500 companies.

According to Lynch, authenticity is the “most important ingredient” in creating great leadership – not just in HR but across the business – but also the “most missing ingredient, which is a bad scenario for the workplace.”

“Leaders think they have to do stupid things, like ‘fake it ‘til I make it’ – I hate that. They think they have to become something they’re not.”

Part of being an authentic leader, he says, is recognizing that presenting as perfect is “not the goal – that is the opposite of the goal” and that continuous development is crucial.

When you think you’re great, you’re not growing; you’re actually moving backwards. When I’m coaching people, that’s where I start.

“I tell them that we’re going to talk about things you don’t want to talk about, otherwise you will never get to where you want to get to.”

The model of authentic leadership Lynch has developed, which he terms the ‘UGLY Advantage’ (Unique, Gutsy, Likeable, Yoked), has helped “create great places to work where I’ve been able to create revenue” through the power of authenticity.

HR “typically isn’t a revenue generator” yet Lynch’s model has led his team to build $1 million of profit for Cardinal through unexpected returns, while also building a culture that draws people back to the business.

“Just last month, 20 of our 50 hires were ‘boomerangs’; they wanted to come back. This is the power of authenticity.”

The role of authenticity in the modern organization and culture

Peter Lynch, chief people officer, Cardinal Group Management

There’s good reason for HR leaders to focus on authenticity in 2024.

As trust in employers begins to decline after the COVID-19 peak, the workplace is simultaneously undergoing an ongoing transformation, as more Gen Z enter the workforce and hybrid/remote work becomes further ingrained.

“We have a world that is very disconnected and in turmoil. There is just a lot going on,” Lynch explains.

“We have a demographic of Gen Z that are coming into the workplace with lots of issues and concerns, but also great strengths and abilities.”

This will of course have a direct and significant impact on how company culture plays out on a daily basis, whether that’s in-person or remote. Authenticity can play a key role in developing a positive and productive culture, Lynch states.

He highlights the ‘Belgian Draft Horse’ theory of synergy, whereby two horses yoked together can pull three times as much as one house, not two, as an example of how this can work.

Culture is the worst behavior you tolerate.

“If you build an organization that is living in the age of authenticity, something happens that you can never be taught because there really is no algorithm to it. It’s just the magic that happens when you have people that are in a place that is culture driven.”

Part of being able to build this type of culture as a HR leader is in acknowledging flaws. Lynch highlights his interest in two specific Japanese concepts that have helped frame his authenticity model – Wabi-sabi and Kintsugi.

The former was born from traditional Japanese tea ceremonies that places an emphasis on the beauty of simplicity and imperfection, which itself led to the birth of the latter – the practice of repairing broken ceramics with gold to highlight the cracks instead of hiding them.

“That has become my model for leadership. I think it’s really disarming and helpful to team members when they hear the chief people officer say: ‘I don’t know’ or ‘I might be wrong’,” he details.

“That is the age of authenticity. That’s the new mindset, that you don’t have to become something you’re not; you actually become who you are.”

Remaining committed is the hardest part for leaders

The continued adoption of increasingly sophisticated AI tools creates both a technical and existential issue for HR leaders to address.

While he recognizes that AI “truly is a game changer” it will also bring about a “shift in the workplace” that will necessitate changing mindsets from people being scared of losing their jobs to people realizing they may instead find opportunities to secure better jobs as a result.

“HR leaders are going to have to help take the organization through that massive change process to get them behind that.”

Real authenticity is without doubt a hard goal to achieve for HR leaders, who may find that despite their best intentions and efforts, employees remain skeptical and unengaged in the face of changing dynamics, like the introduction of new AI systems.

A belief in the process and why in the self is vital in staving off the dreaded imposter syndrome that HR leaders may experience in the face of resistance to an authentic approach.

Lynch acknowledges that remaining committed is “unequivocally the hardest thing for leaders to do”, particularly in the midst of hard decisions or doubts from employees.

“A lot of people would feel like they have impostor syndrome and would stop. We had to go through a reduction in force last year and that’s really hard. So, people are like: ‘Oh, you really didn’t believe those things you said.’ That’s an easy place for that to fall off.”

The key, Lynch advocates, lies in persistence. “You have to be committed like Chinese bamboo” he says, referencing the story of the tree that remains hidden under the soil for four years before growing up to 80 feet in its fifth year.

“At first people might think you’re trying to throw up a smokescreen because they’ve never seen it. They think you might be completely inauthentic because you’re trying to be authentic.

But in time, something magical happens. It takes intention, commitment and hard work; this is not easy.”

The Age of Authenticity at UNLEASH America

Want the full lowdown on the Age of Authenticity? Peter Lynch will be sharing the details of his leadership model on stage at UNLEASH America 2024.

Lynch tells UNLEASH he’s looking forward to hearing from and engaging with industry peers on a number of pressing HR topics including managing earned innovations and learning and development.

“Compensation is a big one as well,” he says. “I have conversations every week about people wanting raises or not feeling like they’re valued with their pay.

“So, how do we sustain an organization’s success, while making team members feel like they’re paid well and maintaining parity across the board?”

Make sure you’re part of the discussion, book your ticket for UNLEASH America.