Incidentally, this isnt the first time (nor will it be the last) that I've written on authenticity. I wrote a chapter about it in More Space. Get your sneak peak here. Or, hell, got an hour? You can hear me read my own stuff. Just like having me in your living room, without the hacking cough.
The word "authenticity" hasn't become worn out yet; it's still like all things 2.0, in it's cool period but misused. Everyone wants to BE authentic, but they don't want to make the effort. They want to start blogs and open to the customer, but they don't want to reveal anything worth reading. They want to rise above the rest, but not take risks. Being with these people is like being out to dinner with your husband's boss and colleagues. Everyone is charming and careful. Interaction becomes obligatory and, when no one is looking, avoided.
I was talking to someone today who is trying to promote his new blog for high-level business executives. "We want it to be a place where they share, but no one wants to be on the record," he says. It seems we want to be loved, in business and in life, without being known.