Why the Word ‘Authentic’ Makes My Skin Crawl

In marketing and branding, distinguishing yourself in the marketplace is the name of the game.

But with so many people calling themselves “authentic,” the meaning has gotten watered down.

I suspect the original intent may have been to distinguish oneself from the rest of us money-grubbing hard hearts, but these days, authentic is not much of a distinction.

(What if we all agreed that not tricking or lying to people is just good business — period?)

And . . . also?

I can’t stand the word.

I feel a bit weird confessing this.

I know it’s a buzzword of sorts.

But the time has come to get this off my chest.

Because, privately?

When I hear someone using the word “authentic”, I judge a little.

Silently. But I judge.

And if I’m judging, you can bet people in your desired slice of the marketplace are judging, too. And they may even be deciding NOT to work with you, based on you slathering your promotions with the word.

I put the word “authentic” in the same category as “heart-centered entrepreneur” or “spiritual business owner” or “conscious business owner.”

I’m not sure what the name for that category is.

But lately, I’ve been watching myself steer clear of any person or project who uses these phrases to describe themselves.

(And if they are writing with me, I do my best to steer them to more potent, meaningful distinctions).

It’s not that I don’t think people using the word “authentic” aren’t doing good work.

I just prefer to work with people who put their stake in different distinctions.

Why?

I’m a gal who buys quality services and stuff. (I also like finding quality stuff in dumpsters and by the side of the road, but that’s a story for another day).

And I like to think of myself as a smart person.

So as a smart person, I get a little insulted when someone thinks they have to TELL me something is quality, or authentic, or heart-centered, or whatever.

I’m trying to understand why I have such a strong negative reaction to these words.

With “authentic,” my mind goes in two directions.

One, when marketing uses the word “authentic,” it sets off my B.S. detector.

I guess because the way I tell who’s authentic and who’s full of blarney is not through words, but by how they treat people and act in the world.

If you have to TELL me you are authentic, it trips a wire deep within me,  sounding the alarm “okay, then why do you have to announce it?”

And two, I think of the label “100% genuine leather.”

There is something both obvious and grating about that label.

I know what real leather looks like!

You don’t have to spell it out!

Side bar: I just saw the most gorgeous fake leather bags at a shop in the Over-The-Rhine neighborhood in Cincinnati this weekend.

Another word for “fake leather” is vegan.

And not only were these vegan bags, wallets, and purses beautiful, there was a little sign on the shelf beside them that read: “no animals were hurt in the making of these products.”

Now, that is a label that catches my attention in a wonderful way.

I guess my beef (pun intended) with the word “authentic” is that it has become overused. So much so that it is now common in certain circles.

And if everyone is authentic, who is?

Instead, I’d rather know what authentic means to you, and why it’s important. Truth be told, I’d rather have you say it in your own words, too, so I can get a sense of your personality and whether or not we’re a good fit.

Instead of “authentic”, I’d rather you say:

I’m a horrible liar.
You can count on me.
I’ve got nothing to hide.

Any of these give me more of a sense of what matters to you, and the value proposition and culture of your business than the easy-to-use label “authentic.”