"Authentic" is dead. And so is "is dead."

The article by Jason Cohen argues that certain phrases and words, particularly "authentic," have become overused and meaningless in marketing and writing. He criticizes these terms for being lazy and unoriginal, suggesting they should only be used in a mocking context. Cohen lists numerous phrases that have lost their impact due to repetition, such as "the leading provider" and "game-changing." He emphasizes that while these words may have once held value, their misuse has rendered them ineffective. Instead of relying on these clichés, he advocates for specificity in communication. For example, rather than saying a product is "easy," one should describe it as "so straightforward, you won’t need a manual." He encourages businesses to demonstrate their claims through concrete examples, such as showing customer testimonials or performance metrics, rather than making vague assertions. Cohen also suggests that companies can still use these tired phrases if they can back them up with genuine actions and results. He concludes by urging readers to innovate and lead with fresh ideas rather than following outdated trends, emphasizing that the best ideas often come from synthesizing existing concepts with new insights. The article serves as a call to action for marketers and writers to elevate their communication by avoiding clichés and focusing on meaningful, specific language.