What is authenticity?
As far as marketing is concerned, authenticity is the new black. But what exactly is authenticity? Why are some people perceived as authentic, while others aren’t? Many of us would answer these questions with variations on “being true to oneself” or “not pretending to be someone else”. Seth Godin takes an interesting and slightly different approach:
Authenticity, for me, is doing what you promise, not “being who you are”.
That’s because ‘being’ is too amorphous and we are notoriously bad at judging that. Internal vision is always blurry. Doing, on the other hand, is an act that can be seen by all.
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