From http://www.thebookoflife.org/how-to-better-understand-customers/:
Since at least the 18th century, writers, moralists and artists have been praising the idea of ‘being natural.’ Naturalness really means: confidence around being honest, simple and straightforward about what one really wants. The natural person doesn’t worry about tradition: about what’s come before. They are more interested in what will be pleasant or exciting or comfortable – even when that might at first seem a bit weird. To a friend, they might suggest a walk to look carefully at the design of lamp posts; they invite you round to stack the dishwasher or dig a trench in the garden rather than for cocktails. But they don’t do odd things for the sake of being eccentric. The natural person risks being straightforward and simple in the pursuit of genuine satisfaction.
Wow. ‘Naturalness’. That’s it!