When it comes to business, being authentic is important, but difficult. Innovation is hard to come by and people rarely do it. There is authenticity in admitting mistakes like Elon Musk. But there is a changing face of business disruption and a hidden cost to shady business. But Elon Musk is more than authentic, he's a battery powered superhero. And he's shown innovation can be simple, like a duct tape wallet. Ultimately it's important to be transparent and helpful.