In my customer service workshops and speeches, I often talk about the importance of being authentic, of being real. Here's a real-life story about Nick Sarillo, a Chicago-area pizza restauranteur saved his business with a very humble and equally authentic email to his customers. http://www.chicagobusiness.com/article/20120315/BLOGS06/120319853/suburban-chicago-restaurateurs-unusual-plea-to-customers-pays-dividends Even if you're not particularly interested in business, it's a short read with a simple message about being authentic in our dealings with our fellow humans. It's refreshing, especially considering that his bank and his PR team discouraged him from doing what, in his gut, he knew was the right thing to do.
Always be authentic.