The Death of 'Authenticity' — and what’s replacing it

For years on here, we’ve been spoon-fed the same tired advice: be authentic! Be real. Be vulnerable. Spill your guts online like it’s a bloody therapy session

And we did (well some of us did!)

We bared our souls

We shared our failures, our fears, our “here’s a picture of my dog to show that I’m just like you”?

And it worked — until it f*cking didn’t

Now everyone’s “authentic”?

Everyone’s got a story of “how it all began”

Everyone’s oversharing

And when everyone is doing it, it stops being fresh and starts making your audience … slightly nauseous

Authenticity isn’t dead because it was bad advice

It’s dead because it has become the baseline

The default

The norm

Just - ordinary

And even worse - predictable

And on a platform where standing out is the only game worth playing, ordinary is where good content goes to die

So what’s replacing it? Well here we go ….

1. Relevance Over Relatability

Nobody’s waking up thinking “hey I really hope I read another “oh woe is me” post today. People don’t just want to feel something — they want to gain something

It’s not about INSPIRATION it’s about ASPIRATION

Your audience is here to get smarter, get ahead of the game, move forward to their desire

2. Conviction Over Confession

The oversharing era is sooooo exhausting. We’ve finally plateaued with the “let me tell you about my failure” Too much trauma vomiting, not enough taking a damn stand.

People don’t just want your feelings - they want your f*cking opinion - so give it to them!

Own your perspective

Grow a set

Call out all the shit that you see in your industry

3. Guts Over Gimmicks

The LinkedIn game has changed

The new currency isn’t “authenticity” as we knew it — it’s being UNIGNORABLE (is that a word? LOL)

The people winning now aren’t just sharing personal stories

They’re sharing bold, undeniable value.

• They call out industry BS with zero hesitation.
• They say the thing everyone’s thinking but afraid to post.
• They teach something so damn useful you feel smarter just by reading it.

That’s what is really cutting through the noise now

Ever notice how the realest people don’t actually post about being real??

They just are

No disclaimers

No “look at me being vulnerable” bullshit

So from now on - forget “authenticity” as a content strategy

Instead aim to be UNFUCKWITHABLE

PS Apologies for the gazillion times I’ve used the word “authenticity” and for the odd time it slips out in the future!

PPS If you want to join other UNFUCKWITHABLE entrepreneurs, then my LinkedIn Illuminati programme is the only show in town. DM ILLUMINATI to join the pioneers who gearing up for a rebellion