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Contents Chapter 1 Authenticity: The New Business Imperative Chapter 2 The Demand for Authenticity: Why Now? Drivers of This New Consumer Sensibility Chapter 3 The Supply of Inauthenticity: What is Going On? Authentic Industries and Three Axioms of Authenticity Chapter 4 Rendering Authenticity: What Are Your Options? The Five Genres of Authenticity Chapter 5 Fake, Fake, It is ALL Fake: Why All Offerings Are Inauthentic The two-part test and the Real/Fake 2x2 matrix Chapter 6 Five Areas Where Consumers Judge Your Authenticity: What You Say introducing Ten Equations of Authenticity Chapter 7 Placemaking and the Location Hierarchy: Where are You? including a guide to mapping your placemaking portfolio Chapter 8 Mapping Strategy against Authenticity: What to Do Next? introducing Minkowski Space and the Minkowski Sequence Chapter 9 Mapping Your Execution Zone: How to Do It? introducing the Polarity Tests for the Five Genres