Blakout The Negatives

Authenticity, what is it? Real, genuine, not false or copied, something that is supported by unquestionable evidence. Why is it so important? Did you know that people read through inauthenticity and get turned off and away from the brand you are trying to build as soon as they see you are not what you preach/talk about? How can we fix this and get out of it and how do we recognize if we are operating at an authentic level?