Better Make It Real
Creating Authenticity in an Increasingly Fake World
by Jill J. Morin
March 2010, 173pp, 6 1/8x9 1/4
1 volume, Praeger

Hardcover: 978-0-313-37680-1
$75, £58, 66€, A103
eBook Available: 978-0-313-37681-8
Please contact your preferred eBook vendor for pricing.

Businesses everywhere are rebooting on the heels of the Great Recession. “Now is the time to get real,” says Jill Morin, CEO and author of Better Make it Real: Creating Authenticity in an Increasingly Fake World.

A comprehensive study of the power of differentiation as a key component of any business model, this book includes a step-by-step process to help leaders discover, achieve, express, and sustain their own authentic position.

For the first time in recent history, trust is as important to corporate reputation as quality of products and services, according to the 2010 Edelman Trust Barometer. Still, nearly 70 percent of people say that organizations will revert to “business as usual” once the economy recovers. Moreover, U.S. job satisfaction is at a 22-year-low, according to a 2010 Conference Board report, and by most every measure, the consumer outlook is bleak.

The good news?

Organizational authenticity is attainable, declares Morin in Better Make it Real. However, it isn’t the goal, she says, but the result of providing, consistently and continuously, an authentic “total experience” to your stakeholders—workers, customers, vendors, and other business partners. In other words, Morin affirms, authenticity isn’t a destination—it’s an ongoing journey that will serve to differentiate any organization in its marketplace, which too often is littered with fakes.

Morin’s recommended roadmap is Kahler Slater’s Total Experience Design—a specific, step-by-step process for designing stakeholder experiences that are “authentic, intentional, and wholly integrated.” In Better Make It Real, Morin offers a comprehensive guide to implementing Total Experience Design inside organizations of all types and sizes. She also shares behind-the-scenes stories from Kahler Slater projects and clients, including Google, Robert Redford’s Sundance Cinemas,, and numerous entrepreneurial enterprises.

Bottom line: Organizational authenticity is sorely lacking—and urgently needed. On the heels of the Great Recession, Morin rolls out a roadmap to “real”—helping executives and entrepreneurs find their way forward.


  • Provides anecdotes and illustrations from companies and organizations of all sizes and a wide variety of types
  • Offers a step-by-step process leaders of any organization can apply and benefit from
  • Draws directly from Kahler Slater's case files
Jill J. Morin is a “3EO” (one of three co-CEOS) of Kahler Slater, a global interdisciplinary design enterprise. Under her leadership, Kahler Slater has been named one of the Best Small Companies to Work For in America for the past six years. Morin is a sought-after expert in Total Experience Design and a popular speaker and media source on the topics of organizational authenticity, visionary leadership, business and brand identity, and workplace creativity and innovation. Founded in 1908, Kahler Slater works with clients throughout the world to define and manifest their authentic organizational visions through the design of ideal total experiences. Morin can be reached at


“Transformation is easy to say but its execution is fraught with numerous challenges. In Better Make It Real, Jill Morin provides valuable insights into principles and processes that will remove the roadblocks usually associated with true transformation. The outcome is a relationship with all stakeholders that is authentic, differentiated and mutually beneficial, which is the secret to long term organizational success.”—Rich Teerlink, former chairman and chief executive officer, Harley-Davidson

"This book captures the whole picture of what it takes to succeed in a marketplace. It is easy to read, often poetic. Anyone interested in a deeper understanding of how branding, service and organizational culture all fit together should read this."—Peter Block, author of Community: The Structure of Belonging

"Thinking about rising above the competition with your own differentiated offering? Start with Better Make It Real. The ideas and exercises in this book will help you design an authentic and successful organization that's all yours."—Charles "Chic" Thompson
Author, What a Great Idea! and Yes, But...
Fellow at University of Virginia Darden Business School
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