It’s the new catch-word in online marketing, whether in corporate circles or among the entrepreneurs who can make the most of it.
But what does it mean?
Let’s cut our losses and forget the clueless corporate crowd. It’s much more interesting to focus on the micro-businesses that are cropping up everywhere (with more coming due to the blessing-in-disguise layoffs this recession is fueling).
Many well-intended souls are all about authenticity. After all, this means you don’t have to care about that phony marketing and sales stuff… you know, like understanding human psychology and engaging human emotion.
How’s that working out for you?