Authenticity is a marketing buzzword that has trickled into our everyday. But what is authentic? And what happens to a person when their persona becomes a commodity? Today, our two guests discuss the intersection of individuals and brands in the age of social media. First up, Luisa Jeffrey. On a Grand Canyon trip, Luisa watched her friends snapping staged camp photos. When she returned home, she realized manicured, curated outdoor photos peppered her Instagram feed. Fed up with the lack of transparency in marketing, Luisa created @youdidnotsleepthere and began to poke fun at the phony presentations of tent sites on social media. Then we talk with Fitz Cahall, creator of The Dirtbag Diaries. Fitz realized the negative potential of acting like a brand following two near-miss climbing accidents-- you limit your ability to grow as a person.