The most tossed around word in my radar is "authenticity." Be more more authentic. Write authentically. Less targeted, more authentic. I catch myself advising small businesses to be more authentic in their content marketing. "Authentic" seems to be the new "sustainable." What do they mean when they say "be authentic"? Here's what it is: don't chase what the others are doing. Take a note, reconfigure it to your brand, your ethos. There's no one way to be authentic to yourself