WeRise Coach Warren

6 years ago, this iconic multi-generational family-owned business burned to the ground. In true Italian American spirit, the family has since rebuilt and have been working tirelessly to regain their footing as the world's most famous cannoli company. Last week, I had the pleasure of visiting with my new friends at Artuso Pastry in the Bronx and spent the day strategizing, laughing, and getting creative. This is one of the great American stories of perseverance, family, and an absolute love and passion for what you do, and it needs to be told.

When it comes to your brand's authenticity, you can't just talk the talk. You have to walk the walk. Today's consumers demand it more than ever and they'll see through a bad disguise. You want authenticity? Check out these beauties from my clients over at the legendary in Lebanon Pennsylvania. They've been smoking their famous meats in these wooden smokehouses the same way for over a hundred years. You can almost smell it, can't you? Anyone else have an example of a brand who's got authenticity on lock?