The cool kid does not talk about—or try to be—cool. Authenticity is essence preceding action… and advertising. Your customer wants to be authentic by purchasing in accord with his or her self-image. Here is the paradox: human production is ontologically inauthentic, but it is phenomenologically real. Embrace the inauthenticity of production so you can render it in an authentic way. Too esoteric? If you are Disney, celebrate the fantasy. If you are Tiger Woods after an affair, own the remorse. If you are Deloitte, be real about being really sharp. Then the customers can take what you offer and make it authentic to themselves. Do you know who you are? Or more importantly, do they know who you are?