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Seventeen. The number of times our clients used the word “authenticity” during a four-hour meeting on Dec. 5, 2016. Authenticity was mentioned in approximately 97 percent of client briefs in 2016, as well. I’ve tolerated it for a while. When it’s used, I take comfort in the knowing glances from my colleagues who have heard my “fuck your authenticity” tirade before. They smirk watching me restlessly readjusting myself in a leather chair to keep from disrupting a meeting in a fit of rage after a client tells me their brand is authentic for the 20th time.