The problem.
The problem with authenticity is that just like the concept of beauty or intelligence, it's hard to pinpoint exactly what it is.
But your guts tell you when when it's there – and also when it isn't.
It's hard to engineer it.
And it's hard to fake it.
So it's your best friend when you're trying to tell good from bad.
But it's your worst enemy when you're trying to get a whole organisation to be more authentic.
Because every single part of the machine has to be authentic.
And it really only takes one slip to fail.