What Does Being Authentic Really Mean?

Authenticity - it seems to be an elusive quality that, when combined with the website you’ve built, is rumoured to bring all the visitors to your yard. There’s a lot of chat online about being authentic, and how important it is that you stick to authenticity or risk losing your fan base once they discover you’re nothing like the person you’ve been pretending to be. But there seems to be less chat online about how you start being authentic in the first place.

As I’ve been figuring out my business and how I want to present myself, the question of authenticity and what that actually means smacked me over the head like a tree falling, alone, in the middle of a forest.

If no one online knows the real you, are you really being inauthentic?

Perhaps more importantly; does it even matter?