Authenticity. It’s a word with lots of buzz. It’s searched for, sought after and even after a lot of trying to achieve, is often still elusive. Authenticity is so valued because in its most simple and pure form, it is what people cherish and connect to most in life – in people, places, experiences and things. It’s hard to define because it can often seem limiting or too small a notion for a complex, complicated person, life, brand or business. The fact is, that in order to go big, we have to start small – with an understandable, focused definition of who we are.