How often I hear the word “authentic”. We need to create an “authentic” connection. Let’s make sure the brand message is “authentic”. This story needs to feel “authentic”.
Here’s the thing – Most people don’t know the things you know, or share the desires you have. That’s why real authenticity is like a unicorn. It’s almost impossible to muster the empathy superpower required to align ourselves totally with somebody else’s authentic self. Getting inside somebody’s head, speaking in their voice… These things are very hard to get exactly right.
But what about useful ? Useful information and useful stories cross demographics and psychographics. They have wide appeal. They immediately help us to move forward. To accomplish something. People place a lot of value on that. Useful creates strong connections. Useful information is durable.
Forget authentic. Be useful.