How often do we actually think about what we're conveying and how? Whether personal or in business, being authentic really is the only way to be if you plan on creating and sustaining any sort of viable relationship. From a business perspective, being authentic exposes a quality which can positively set you way above your competitors. Coming across as being contrived or disingenuous isn't attractive.
Consumers (more and more) are judging a company's offerings based on authenticity rather than price and availability.
Here's a recent example of my client Dimensions Custom Framing & Gallery using a marketing tactic which really drove home their level of authenticity as a business. Click HERE and take a look at this brief article put out by youinc.com titled 'Marketing Your Authentic Self'.
Watch what others do not because you want to lift and copy BUT to create and adopt new ways to stand out.