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I'm Sorta Over "Authenticity"

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Authenticity
noun 1. genuineness, purity, realness, veritableness
noun
2. accuracy, truth, certainty, validity, reliability, legitimacy, verity, actuality, faithfulness, truthfulness, dependability, trustworthiness, authoritativeness, factualness

Collins Essential Thesaurus2nd Edition 2006 © HarperCollins Publishers 2005, 2006

Five  years ago, when I first got into the world of life coaching, the words “authentic” and “authenticity” were fresh  and new. I found them so liberating – they gave me permission to discover and then be mflamey true self.

And in that way, I still love – no – wallow in the very idea of purity and realness as the very best way to exist on this planet.

But now, the word is everywhere. And I do mean EVERYWHERE. I heard it last night on a commercial for a cell phone. Still not exactly sure how a cell phone ties in with authenticity. But who can blame them for trying to add it to their marketing? Everyone else has.

And I admit – I use it, too. But I think I’m going to stop. Every sales page I read uses it, lots of tweets use it, many blogs and blog posts use it. It’s become a marketing word. And even worse, I’m seeing courses popping up on How to Use Authentic Marketing. Has authenticity become a commodity; something we buy, sell and trade?  Or worse, is it now a card in our marketing deck?

Somehow that just seems wrong. And it turns a beautiful, powerful word into something ubiquitous and, sadly, mediocre.

So, I am open to suggestions. What word or words can I use in place of “authentic” or “authenticity” that delivers the same message?

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