Very nice talk about the next frontier of satisfying consumers’ want – rendering authenticity. The two dimensions are: Being true to yourself. Being true to what you say you are.
Recommendation to business: 1) Don’t say you’re authentic, unless you’re authentic, 2) It’s easy to be authentic if you don’t say you’re authentic, 3) If you say you’re authentic, you’d better be authentic.
For us, what really make us happy is spending the time and money satisfying our desire to be authentic.