Authentic Authenticity.

Against what do you measure authenticity? Someone can seem passionate and real in comparison to the mediocrity of the mass-produced, but is that genuine? Food labelling that states organic or barn-raised means something authentic to the reader but, legally speaking, it could mean something different, less authentic and designed to conform a certain quality to a certain price point.

Does that matter? Is your business all about genuine authenticity or being good enough for your customers? Do they want to deal with a confident business that will deliver every time or one that is constantly asking whether it was good for them?