Third, consumers benefit from the ability to get recommendations from people they trust. If you’re interested in health and fitness and a talented triathlete you admire, like Baylor Barbee, suggests a product he uses, you’re likely to consider it helpful advice, rather than an unwanted sales pitch. “Authenticity wins every time,” he says. “People gravitate towards what is real versus what sounds good. When you’re being authentic, fans will jump at the chance to connect with you.