What is real these days?

As I was taking a photo of my remote workstation at a coffee shop recently, I made @GavinMoffat step out of frame, waited for the next table to clear, and moved a half-filled glass out of shot. Still a ‘real’ photo, right—just curated.

We curate all the time. We tidy up before a Zoom call. We choose the best-lit angle. We filter (literally and figuratively). There’s nothing wrong with curation—but it makes me wonder: how much of what we see online reflects reality? And, more importantly, how much of our own lives do we curate without even realising?

Sitting on our couch in our 57m² apartment in Thailand this weekend, I noticed a scene that perfectly captured our nomad work life—without even trying. Two packing cubes—one marked Moffat, one marked Lotze—lay under the TV. In the middle sat our hand exercise ring and a smiley travel ball. My pencil case, marked ‘Imaginarium,’ rested on top. A completely unstaged moment that somehow summed up travel, togetherness, exercise, functionality, fun, and openness—all in one frame.

And here’s the irony: this unintentional scene probably reveals more about our life than any carefully framed photo ever could.

So maybe choosing real isn’t about whether something is curated or not—it’s about whether it captures the truth of a moment. About noticing, sharing, and valuing what is—without filtering out the humanity.

In our jobs at join the dots, we think about this all the time—not just in the way we live, but in the way we help businesses communicate.

Authenticity isn’t just a buzzword. It’s the difference between a brand people trust and one they scroll past. It’s why we focus on helping businesses tell their stories in a way that is both intentional and real—whether through reputation management, digital communication, content creation, or brand strategy.

Because in a world of polished mission statements, AI-generated content, and LinkedIn posts that feel a little too ‘raw and real,’ the brands that stand out are the ones that communicate with both accuracy and authenticity.

How to check if your communication is both accurate and authentic

1. Is it aligned with your values?

Are you saying or visually depicting what you believe, or what you think people want to hear and see?

2. Does it feel human?

People connect with people, not faceless corporates. Show personality. Be conversational. Be clear about your intentions and get real.

3. Would you say this to someone’s face?

If it feels awkward or false in real conversation, it probably is. Authenticity thrives on simplicity and honesty.

The bottom line

You can move the glass out of the frame when taking a photo—just don’t move the entire coffee shop around to get that great ‘spur-of-the-moment’ shot.

Whether it’s a LinkedIn post, a company statement, or a marketing campaign, the real question is: does it speak human to humans? Because your audience can feel the difference.

#Authenticity #RealLifeUnfiltered #ClarityIsKey #MakeItReal #SpeakHuman #CorporateAuthenticity #ClarityIsKey