Authenticity has become the word everyone throws around. It fills every LinkedIn post and every slide deck. It shows up in every brand workshop. It gets repeated so often that it barely means anything anymore.

Most companies do not struggle because their product is bad. They struggle because their brand makes them forgettable. And the fastest way to become forgettable is to look like everyone else in your category. You know the look. Soft colors. Friendly stock illustrations. The same smiling characters floating around a landing page saying nothing. It […]