Truth

On my last day before leaving an agency that I loved to teach yoga (and surprisingly weather a pandemic), I was asked what I thought was next in advertising. My answer was “The Truth”. I believe very deeply in the power of the truth. I think consumers know what the truth is about themselves, their needs, their families, and what is possible. I think that bullshit always smells like bullshit even if it is covered in diamonds. While I am sure that we could point to some examples of consumers failing to access their full intelligence, and marketers that are quick to jump on that opportunity, I still think people generally know what they are doing. The best marketers use the truth.

Later in my employer branding life, I lead an agency that was already obsessed with the truth before I got there. Obviously, I fell in love quickly. “We use the truth to help teams find their people” was our mission statement. I believe that the truth stands out in a crowd. It resonates. We feel the truth deep in our bones and it doesn’t need to be explained. The truth finds easy agreement with a wink and a nod. The truth is free to everyone and employable for all good causes. The truth tastes good like water on a hot day. Aaaaaahhhhhhh truth!