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.
Although Gilmore and Pine are interested in the authenticity of products and consumers’ experience of products, their axions apply to organizations too.