There was a great analogy about being your Authentic self in Business on an episode of Podcasts sessions by Podcast Movement 15. It spoke about what is your "est"?
Like Garyvee is the crazi'est' and
Ellen Degeneres is the funni'est'.
You Differentiate yourself from the market with what makes you special.
Is it your wit, sweetness, Whatever it is it's in Your DNA. Your unique fingerprint so to speak.
When u don’t use your individuality you become Cookie cutter and add to the noise.