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Start using authenticity as your #1 strategic advantage, so you can grow your revenue and your people at the same time.



There are two massive headwinds facing most B2B healthcare businesses today:​

Externally: clients and prospects are less available than they used to be, which hinders your sales and account teams’ ability to build strong relationships. That is, long gone (mostly) are

the golf outings, steak dinners, and other in-person meetups. ​​

This has prevented you from being able to fully know your customer, build trust, understand what their needs really are, etc. As a result, sales and customer meetings feel colder and more mechanical, and as a result, decisions are made based solely on price and expensive new “bells and whistles.” 

Internally: your teams are more disconnected physically + most are carrying a workload 2x+ of what they should be carrying. This is severely impeding your leaders’ ability to slow down and lead well. ​

It’s also making it much harder for all employees to connect, collaborate, and innovate. Work is transactional. And people are burned out.​


I feel your pain - your challenges are ginormous.









It takes loads of meetings and proposals to get to a decision, and you often lose your momentum and the sale somewhere along the way.

You say you’re unique, but deep down, you fear you’re saying and doing the same thing as everyone else + you’re tired of competing based on bells and whistles (creating new bells and whistles is tiring and expensive.)

As a result, you feel like you’re treading water, managing your financial targets month by month, customer by customer.

All while knowing your teams are burnt toast. However, finding the time and money to also invest in your leaders and your culture feels complicated and impossible


I know this sound like fluffy unicorn doo-doo, but I feel like I have the right to serve it up.


Several years ago, I was the CEO of a 9-figure company that was struggling, pretty big time. In just three years, we tripled earnings (think: enough money that you could buy a private jet with it) and sent employee engagement scores skyrocketing.


And I did it using just one strategy.

Yep, you guessed it: authenticity.

So,what if I told you that if you didn’t just embrace authenticity, but actually doubled-down on it, that it can be your secret weapon to overcoming all of these challenges?



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I’ve spent the last few years ruminating over the fact that I knew authenticity was at the heart of my success. But then I would bang my head up against this quandary: If authenticity is just being yourself, how do I teach people how to use it?


After much research, reading, and reflection (and coaching, but that doesn’t fit the alliteration), I developed a framework and approach that I believe turns authenticity from an elusive unicorn into a tangible playbook that any person or company can use to get the same results and success that I experienced.


the advantages

The Authenticity Advantage is a 3-tiered program that will systematically transform your team and/or company’s culture. It will ignite a power that is dormant inside of you, and inside of others. It will have your entire team spinning the authenticity flywheel.


Most importantly, it will make you stand out and get results. And because it’s meant to create systemic change, the program is kinda like Hinge, the dating app that says it's meant to be deleted. (i.e. you won’t need us forever)

"The Authenticity Advantage" is the Trojan Unicorn

you need to solve all your talent challenges.

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  • Companies needing an underdog push and that have L&D or other support to help implement and apply

  • Keynote or workshop (virtual or in-person, 1-2 hours)

  • Companies that want sustained success and have limited support/time to facilitate ongoing application

  • Keynote or workshop, real-time group coaching, 1x1 coach-sulting


  • Companies in Level 2 + they want to double down on authenticity being their #1 strategic advantage (internal culture and externally facing)

  • Keynote or workshop, real-time group coaching, 1x1 coach-sulting, refreshing your ass(ets) review, client/prospect-specific white board sessions, strategic work sessions


  • Are a business leader of a B2B healthcare business with 200 – 2000 employees.

  • Operate in a fairly commoditized industry, i.e. it's often difficult to differentiate your product/service in the market.

  • Have a good culture and want to make it great.

  • Are a bit of a pot-stirrer, i.e. you thrive on challenging the norm (rather than checking the box).

  • Want to be more than a great leader, you want to leave a legacy.


“I invited [Erin] to inspire, fire up and to get our large team thinking about how we could best build our relationships, and trust, with our customer/prospects…if you are looking to hire someone that will ‘bring it’ and speak the truth around being Authentic in your organization, connect with Erin. A very different speaker that can benefit any company looking to grow through authenticity. BTW her book is excellent too!” 

Jeff Bernhard, President,

Commercial Markets, Highmark Health

“Recently, our Sales organization had the opportunity to engage with Erin for a second training and she over delivered again. Erin's sessions are high energy with a productive balance between fact base learning and experiential sharing. Using story telling as the foundation, Erin is able to bring forward an individual's work and life experiences to unlock new levels of sales performance. It's incredibly powerful to see Erin work through a live coaching experience with highly successful Sales team members where she helps them bring forward their approach in a manner that provides deeper connectivity to the a matter of minutes!


In the end, Erin helps you understand how to bring a better version of yourself to your work and life. If you invest time in putting the content to practice, your return is exponential.

~Landon Reid, Sales VP, The Hartford

“We hired Erin to speak to over 10,000 colleagues across our company's
colleague resource groups. She generated so much excitement across our community and gave the group immediate, tangible action items to help them achieve success in their careers and for our company. I highly recommend Erin for anyone that's looking for a dynamic, engaging, and easy-to-work with speaker!"

~Emily Allard, Director & ERG Leader, CVS Health


Former Corporate CEO turned
Authenticity Aficionado

Erin Hatzikostas is the CEO & Founder of b Authentic Inc, where she's leading a movement to eradicate the BS in business and slay the Sameness Syndrome that plagues most B2B businesses.​

Erin is an award-winning author, keynote speaker, and business coach-sultant. She's spoken to thousands of people, and her thought leadership has been published in Business Insider, Fast Company, and Well+Good, among many others.​

Erin co-hosts an offbeat career and leadership podcast, b Cause Work Doesn’t Have to Suck. Her first book, You Do You(ish) in 2021, has won three literary awards, and her second book, The 50% Rule, will be released on October 1st, 2024.​

Erin spent her career "first half" working in the corporate world, where at the age of 42, she became the CEO of a large healthcare financial institution. In just 3 years, she took a struggling company and turned it around, tripling earnings and sending employee engagement skyrocketing. Her secret? Radical authenticity.​

Erin holds a BBA in Statistics from Western Michigan University and an MBA in Finance and Marketing from the University of Connecticut.​

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Book a Call With Erin to See How You Can Bring Corporate Training Into Your Organization!


Thank you for showing interest in The Authenticity Advantage.
If  you’d like to hop on a call and see if this can help you solve your biggest issues, please click here.

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