I have long been a fan of John Legere, not only for his constant running and flash giveaways on twitter but for the example he sets through authentic communication. 

It has always been the case that people buy from people. Regardless of your purchase you will almost always form an emotional connection to the vendor and often make that decision to buy on who you feel most authentic. 

In 2017 we will see further advances from the likes of T-Mobile to provide communication techniques (VR, AR). As Legere appears to suggest those messages that are most valued will not be from the legal team or a writer but by the trusted advisor themselves. 

Interestingly Legere also indicates that the reach of content is positively correlated to the authenticity. He also suggests that leaders with a positive voice (CEO or Manager) raises their employees morale.