Authentic.
It’s another term bandied about in business and marketing so much that it is now diluted and has lost much of its impact. That’s sad because it’s a cool word. I like saying it and I like what it means and the values it represents.
The first syllable hints at how others view someone who is authentic: with awe.
Yet today, the more I hear brand stewards talk about authentic engagement with the products and services, the more my gag reflex kicks in.
Sick from overuse
If authentic has not found its way to a Buzzword Bingo card near yet, it’s only a matter of time.
The nominations for placement on the 2013 “List of Words Banished from the Queen's English for Mis-Use, Over-Use and General Uselessness” are probably pouring in in greater numbers with each passing week.
au·then·tic [aw-then-tik] adjective
- not false or copied; genuine; real: an authentic antique.
- having the origin supported by unquestionable evidence; authenticated; verified: an authentic document of the Middle Ages; an authentic work of the old master.
- entitled to acceptance or belief because of agreement with known facts or experience; reliable; trustworthy
Authenticity personified
To be authentic is to be true and honest; to be yourself. It’s pretty straightforward. When I interact with an individual, I want the genuine Jane or Joe. The same is true with companies and brands. Much like we felt about our peers back in high school, there’s nothing I dislike more than someone who is two-faced.
Don’t tell me you’re authentic. I’ll figure that out rapidly through observation and interaction. Actions do speak much louder than words. My advice:
Be true. Be you.™
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