By tracing the evolution of the concept of “authenticity,” we uncover its ambiguous, fickle definition and argue it is a useless virtue. Virtues should offer tangible standards with which to measure ourselves, which is why we emphasize accountability and community as virtues to strive for in order to show your customers love and build their loyalty.

The first episode of the Fortune’s Path Podcast features an interview with Lee Bridges, successful entrepreneur and senior product manager at XOi about why he exists, what's his favorite virtue, why XOi's core product value is so cool, what are the responsibilities of business in a time of pandemic and police violence, and how love can lead to monopoly profits.