Authenticity is a bandwagon that modern marketers have jumped on.
It has a nice ring to it, doesn't it? Au-then-ti-ci-ty.
But here's the thing, if you are authentic -- real, genuine, accurate, true, not copied or false, original -- you don't have to brand yourself as authentic. People know it.
In business and in life, you have to understand who you are and what you stand for. Then be that. That's authenticity.
And that's why modern consumers still purchase Heinz ketchup, Ivory soap and Levi's jeans.
Of course, everybody won't love you. But that's OK. If you stand by your principles, have a clear focus and present yourself honestly, you will earn their respect.
And you will sleep better at night, too.