You HAVE to be yourself....

 Everybody else is already taken!

Authenticity is about being genuine, sincere and real 

 There might be times when being authentic requires that you acknowledge aspects of yourself that you would prefer to hide away, or to make unpopular decisions. However, in the end it will allow you to live a life that you actually want to live. Have a business you can be proud of. 

There is usually an underlying fear behind not being your true self.

It can be the fear of getting hurt, being rejected, being unloved, being judged or feeling inadequate. We sometimes do it to avoid being emotionally triggered, with guilt or shame, which can lead us to sacrifice our authenticity but what we actually do is sacrifice so much more than that.