And the word of the year is...

Every year at this time, Merriam-Webster announces its “word of the year."

The 2023 winner? The word authentic.

If you ask me, that’s one of the best words in the dictionary.

Authentic comes from the Greek word authentikos. It means genuine. Original. Something that’s authentic is NOT a copy—it’s the real McCoy.

This is why authentic people are so refreshing to be around. They are who they are. They’re not trying to project an “image” or hide behind façades. Nothing about them is fake.

Such courageous transparency is rare. It's also disarming.

And attractive.

It seems odd that authentic would be selected “word of the year”—especially in a time of A.I. and deepfake videos and social media “influencers” who always look blissful and perfect.

Yet, according to Merriam-Webster, authentic was one of the most looked-up words in 2023.

This fact should put every business owner on notice.

I’m convinced it means people are weary of pretense. They’re hungry for “real”—which makes any hint of inauthenticity a deal-breaker.

What does it look like to be an authentic leader of an authentic business?

I think it means…

  • We’re self-aware. We recognize our strengths and acknowledge our weaknesses. When we screw up, we don’t make excuses or point the finger. We don’t deny our failings. Instead, we humbly own our mistakes, fix them best we can, and try to learn from them.

  • We’re honest with ourselves and others—even when it’s hard.

  • We treat people the same before the sale, after the sale—even when there’s no sale!

  • We resist the pressure to imitate the competition. How? By reminding ourselves, “I’m a true original! I don’t have to be just like him or her. In fact, it would be inauthentic for me to try!”

  • We lead with—and celebrate—what makes us unique. And we leverage that originality to serve as many customers as we can.

  • We remember that it’s impossible to please everyone. So, when potential clients choose our competitors, it’s okay. It will all work out.

  • We stay true to who we are, and we refuse to compromise our values.

What would you add to this list?

What are the traits of an authentic business leader/business?

Len Woods