Too many companies— and individuals— are befuddled by delusion when it comes to identifying their authentic strengths and projecting those strengths through their brand. It’s as if they live in Opposite Land. If their service is wretched, they tell people that they are great at service. If they are selling a mediocre car, they expound on its hip sportiness. Claiming that you are what you are not will obscure the strengths you do have while destroying your credibility. It’s a lose-lose proposition. In order to hunt down and accurately tag authenticity, we must first pop the balloon of self-delusion.