What it actually means to be authentic in marketing

How to build trust without trying to be everything to everyone.

What We Think

“Be authentic” has become the most overused and underdefined advice in marketing.

Everyone says it but few can explain it. It’s the wax poetic of marketing without a lot of “what” you actually do when you sit down at your desk on Monday to, you know, be authentic.

Authenticity isn’t about sounding casual or sprinkling in a founder selfie or,…