The authenticity paradox, as defined by James H. Gilmore and B. Joseph Pine II in their book “Authenticity: What consumers really want”, contains the following axioms:
- If you are authentic, you don’t have to say you’re authentic.
- If you say you’re authentic, then you’d better be authentic.
- It’s easier to be authentic, if you don’t say you’re authentic.
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I am an organizational identity and reputation scholar with a PhD in leadership & organizations. I research, write, teach and consult with organizations about the relationships between organizational identity, actions, and purpose. See the 
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