ORIGIN of The genuine

In writing Work on Purpose, Lara came across The Sound of The Genuine, a commencement address delivered by Rev. Howard Thurman at Spelman College in 1980—a year before he passed away. The description of purpose is as musical as it is grave. Thurman calls for living our purpose as one of our greatest responsibilities. It became Lara’s own guide and informs the core of The Genuine’s approach. The name The Genuine is in homage of these words (excerpted below):