Stop using the word “authentic”.

There are plenty of popular marketing terms that irritate me (“subject-matter experts,” “micro-moments,” “thought leadership”), but “authentic” bothers me the most. While crappy buzzwords are usually just convoluted ways of saying simple things, “authentic” is especially problematic because of its hollowness. Marketers frequently use it in a way that’s either meaningless or contradictory.

Source: Why We Stopped Using the Word ‘Authentic’ – The Content Strategist

Marketers ruin everything.

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