The Authenticity Trap: Why Authenticity Is an Outcome, Not a Strategy
When brands fail, leaders often diagnose the problem as lacking authenticity. But authenticity isn't something you can capture or achieve—it's a perception your audience grants when your actions align with your stated values. The real disease isn't inauthenticity, it's incoherence. Without clarity about what you stand for, coherence in how you express it, and consistency in how you show up, authenticity remains impossible.
What happens when you stop chasing authenticity and start building structure?
"You cannot build toward authenticity the way you build toward awareness or consideration or revenue. You cannot workshop it, manufacture it, or deploy it."