Sick of the Word “Authentic”

I’ve grown to hate the word “authentic.” What does it mean, anyway? Chip and Dan Heath, authors of Made to Stick would consider it an ambiguous term. In other words it’s a no-no. A vague non-starter, like “synergy” or “vision.” Bad marketing is loaded with these words.

What’s truly authentic? Like pornography, I suppose we know it when we see it. Rehearsed or impromptu, it sparkles with genuine feeling.

Because most of us spend our days persuading, pitching, exhorting, and otherwise spinning content to make it look like it’s well, authentic, I wanted to share this brief little vid. It features Anna D. Shapiro from Steppenwolf Theatre Company accepting her Tony Award for August:Osage County. And it’s a gem.