I am a fan of authenticity, after all it's hard not to be. But I just don't know (a) how important it is (b) what it even means, especially as your company grows.

Where's the "authenticity" in the biggest corporations making tonnes of money? And does not having authenticity make you unauthentic? I am not sure.

Is authenticity another way of saying if your product rocks, you won't need to do marketing? True in some cases, not so in others.