Enlightened Conflict

not answering questions and deflection

April 21st, 2017

Question Cloud the issue answer business

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obfuscate

This is the word to use when evasion is achieved by clouding the issue.

Creating a smoke-screen.

 

prevaricate, evade, dodge

 

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“When shrouded meanings and grim intentions are nicely polished up and pokerfaced personae are generously palming off their fantasy constructs, caution is the watchword, since rimpling water on the well of truth swiftly obscures our vision and perception.

(“Trompe le pied/wrong foot.”)”

 

Erik Pevernagie

 

===============

 

So.

 

There is possibly nothing more aggravating in business than someone not avoid word businessanswering “the” question. To be clear on what I am speaking about … they answer a question … just not the one you asked.

 

I am not going to argue that some questions are not easy to answer.

I won’t even argue that we get asked questions we don’t know the answers to but the situation dictates we make something up <yes … that happens in business>.

 

But abandoning the question completely is … well … complete bullshit.

 

But you know what?

 

I think the main reason it is so aggravating is because it is truly a reflection of intentions.

 

There is even a book called The Anthropology of Intentions by a professor, Alessandro Duranti, who kind of tackles this whole discussion of intentions & words.

He offers us the thought of ‘intentional discourse’ wherein an individual filters words through their beliefs & desires and their plans & goals to guide the discourse <regardless of whether the rest of the people want it guided that way>. In other words, using another phrase he offers us, by engaging in an intentional continuum people ponder their use of words through self-interest motivations <some good & some bad>.

 

By the way … I am fairly sure I mangled his academic masterpiece … but you get the point.

 

Ah.

“You get the point.”

 

I share that again because while we sit there aggravated at someone who completely avoided answering the question asked … we almost always also sit there wanting to invest a little of our own energy trying to assess why they did it. Because, in our aggravated minds, in its most simplistic viewing … avoiding the question is solely about shifting attention – away from something and toward something else.

 

Sure.

It could be something as simple as steering you away from their lack of deflection answer question avoidknowledge and steering you toward something they may actually know.

 

But, in most cases, a full abandonment of a specific question is complete & utter deflection.

 

In the intelligence community they call this effort to shift attention as deflection or misdirection. Magicians do something similar getting people to focus on one thing and away from the trick itself.

Completely avoiding the question is the business version of a distract-the-audience approach. It is this weird moment in which someone pretends to answer the question by actually answering some other question that magically appeared to replace the question really asked.

It’s almost like entering an alternative universe for a while.

 

Sadly. Aggravated or not … the more practiced the deception <the more practiced the business magician is> the more likely you hesitate to step in <and the more you get aggravated as you hesitate> and correspondingly … the more many of these people actually believe deception works.

 

It is maddening.

 

Worse?

If they are good at it … when someone responds to a question by not addressing the points of the question, thereby avoiding the issue itself, it doesn’t create unrelated discussion to the issue … it simply avoids the issue in totality.

 

Well.

..... watching the question being ignored .........

….. watching the question being ignored ………

I am fairly sure we have all sat there in a meeting and watched something like this unfolding right before our eyes.

 

The visceral response, the aggravation, we have to this ‘answer evasion’ situation is most likely found in the revelation it is occurring … watching it unfold before our eyes.

Philosophically, we can see that through some internal conviction to retain something they feel like they should own <their reputation, their title, their perceived intelligence, their whatever> they justify evading the question.

 

Conviction. Yeah. I just used ‘internal conviction.’ This means their intentions reflect they are more important than not only the question itself … but you. You are not even dignified with an answer.

 

It is irksome <at its least worst>.

 

It is loathsome <at its most worst>.

 

Look.

 

I give a partial pass to the asshats you can see who have some answer they want to give everyone, regardless of what question is asked, and blurt it out when given the opportunity. They haven’t deflected the question … they just ignored it as unimportant to what they want to say and have been planning to say no matter what has been said up to that point.

 

It’s the ones you know heard the question … and just ignored it. Or avoided it. Or just didn’t answer it despite the fact they heard every word, every syllable and every intention from the question giver.

 

In other words … they intentionally do not answer the question.

 

<envision a deep sigh here>

 

I want people to face questions head on. And what makes this even more aggravating is that you know these people are quite capable of taking things head on.look over there answer

 

How do I know that?

 

These are the same people who will attack, or ‘aggressively question’, the intentions of the question giver themselves. It is a common tactic for the answer avoiders. The natural instinct is to ‘defend’ … to answer the attack. Fuck that. I want to say … “just answer the fucking question asked.”

 

How else do I know these people are quite capable of taking questions head on?

 

These are the same people who will attack, or ‘aggressively question’, the question itself. This is not a deflection tactic … this is a ‘turn the question back on itself’ tactic. And, once again, your natural instinct is to defend or … well … answer the question you are asked.  Fuck that. I want to say … “just answer the fucking question asked.”

 

And maybe what makes this ‘not answering the question asked’ so maddening is that we, most sane pragmatic business people, tend to sit back <after saying “WTF”> and try and unravel why it happened and what the hell just happened.

Unless you are in an interview scenario <in which you always have an opportunity, one-to-one, to hunker down and hammer out a clear answer> you are most likely in a room with other people and the non-answer has sent at least some of the people careening down a completely different road.

 

That makes it even MORE aggravating.

 

One intentional non answer to a question can completely derail a meeting or a avoid questionsdiscussion.

 

That is intentional discourse. Or how about the other phrase from that academic’s book … engaging in an intentional continuum.

 

Oh.

 

And one last way you know these asshats are intentionally not answering the question is when they cleverly decline to answer the question with the infamous head fake answer … “I don’t know the answer to that question. I’ll work on finding the information for you and then get back to you with an answer” <and they have no fucking intention of ever getting back to you>.

 

Yeah.

 

You know … sure as shit … they have no plans to work on it and will never ‘get back to you’ unless you call them on it.

They are intentionally refusing to answer the question assuming the conversation will move on and, in a laundry list of other shit to do, that this one will either never make the list or be so low on the list they can stiff arm you on answering based on “working on things more important.”

 

Its bullshit. You know its bullshit. They know its bullshit.

 

Well.

 

Fuck you.

Fuck you and the non-answering horse you rode in on.

 

In my mind a good well-articulated question demands some accountability. The one given the question is now accountable for the answer. They may try and deflect and they may just answer a completely different question … but a question asked exists … it does not disappear. You cannot get away from it.

 

Let me share a graphic example of why accountability remains whether the question dodger likes it or not.

 

You open your front door in the morning and there is a nice pile of dog poop avoid question bomb stink business problemssquarely in the middle of your front door opening. You either clean it up or you avoid it. The question dodger never acknowledges the pile and steps over it moving on to something else. The shit stays at the front door and over time the smell increases and the flies crowd around.

A good question unanswered is just like that. And a question dodger cannot avoid the smell in the end.

 

All that said.

 

My message to the asshats who completely do not answer the question asked:  You will be accountable to the question and to cleaning up the mess … now … or later <and quit aggravating me by not answering the fucking question>.

 

 

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Author note:

When I reread this, which took me less than a ½ hour to write, I was a little asshole admittingsurprised by how … well … aggravated the tone was.

Lots of ‘fucks’ and ‘asshats’.

I left it as is because as a 50something business guy who has always attempted to take on what needs to be taken on regardless of how painful t may have been <and career wise possibly less than prudent> I get a little angry about how the business world has become incredibly unkind to the risk takers & truth tellers and seems to reward the less-than-competent and ‘political maneuverers’ more often than it should. That’s my excuse for why I let this one stand as it does.

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and from time to time they permit themselves to be told

April 4th, 2017

letters to myself never read

 

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“The world is full of stories, and from time to time they permit themselves to be told …”

 

—–

An aboriginal saying

 

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I believe that the magic and power of a story can encourage and fascinate you.

In prehistory, outside the cave it was dark, but inside they had a fire and somebody was good at telling stories.

Every time I write, I think of the cave.

We are one group, outside it’s dark and wolves are howling, but I have a story to tell.

 

—–

Haruki Murakami

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Ok.

 

stories on wallsIt’s difficult to discuss stories too often.

The fact is that being able to tell a story … okay … tell the story you want … well … is possibly one of the most important skills anyone can have – in life or in business.

 

But let me stay on the business side of stories.

 

Throughout my career I have had the fortune to work with the most unglamorous products & companies you could ever think of <industrial products, commodity like machinery, etc.> and some fairly glamourous products & companies.

 

What they all have in common is that they have a story to tell … and when told well it makes them successful — in sales, in market place positioning, in competitive scenarios, in public discussions, etc.

 

I used to think storytelling was so natural to everyone I assumed everyone would want to tell their story … or maybe better said … talk about their business, their company, their product … as a story.

 

I no longer think that.

 

I haven’t figured out if it is that not everyone can actually tell a good story or that business has beaten the shit out of people so badly that the default articulation is a list of functional features and pragmatic benefits. What I do know is that business storytelling, in general, sucks.

It is absolutely horrible.

 

Meaningless metaphors and less-than-relevant analogies and misused quotes are scattered among the useful functional and pragmatic in the attempt to elevate that which is usefully boring to interestingly useful.

And because that is the case … well … most people either think storytelling is really really hard or that storytelling really has no place in what they are doing.vivid story demonstration metaghor

 

That is nuts.

 

The truth is you can take the most boring of boring, the most functional of functional & most ‘seemingly same of seemingly same’ and wrap it within a story and it … well … becomes compelling, interesting and distinct.

 

The truth is any business contains the essential parts to create a story … heroes, villains, vivid demonstrations or metaphors, life & death and even mysteries and solutions.

 

The truth is anyone can tell a story <it is possible that not everyone can write a story though>.

 

In fact … I feel relatively confident is stating that a good story to tell makes everyone better & more interesting.

 

I do not care what industry you work within or what type of product or service you sell or represent your word is full of stories … and, most likely, a fabulous story just asking for permission to be told.

 

All that said.

 

Someone is most likely sitting somewhere scratching their head thinking … “WTF, that sounds good but I have no clue what to do.”

 

Aw.

 

You do.

You do know what to do.

 

Stop thinking about selling your idea or selling your product/service or even selling your company … think about telling a story.

 

Shit.

 

nuts and bolts commodityI could work for a nuts & bolts manufacturer and be able to put a picture of two nuts & bolts side by side <one mine and one someone else’s>  which look 99.9% exactly the same … and be able to say … “Let me tell you a story about this nut & bolt … because its story is different than this nut & bolt. They look the same but their story is different.

 

Oh.

 

And my story wouldn’t be solely some manufacturing mumbo jumbo but rather a story about who counted on it and how my nut & bolt was the best friend to someone and … well … you get the point.

 

Unfortunately we don’t seem to be in the storytelling business in business these days.

 

Instead we bore down on manufacturing specifications, stress quotients, side by side rankings and a whole bunch of technically important functional aspects.

 

And you know what?

That shit is important.

 

Really important.

 

nuts an bolts story city growTo be sure … if it is my nut & bolt holding a wing on some plane carrying 300 passengers you can bet your last dollar the technical aspects of my nuts & bolts matter. I don’t argue that.

What I argue is HOW the technical aspects are articulated and delivered. What I argue is that if I can make my nuts & bolts look like a city of ideas through some story … I win.

 

Stories make presentations more interesting.

Stories make bland functional aspects take on some color <which equals value>.

Stories persuade people think <and thinking equals engagement>.

Stories to motivate us to see beyond the simple nut & bolt.

 

Suffice it to say … what you say is lost if you do not master how you say it.

 

Storytelling has been a mainstay of the marketing world since … well … forever.

And while it tries to sneak into the non-marketing aspects of the business world it often gets stiff armed by functional communicators – “get to the point” people.

 

This ‘get to the point’ point is nonsense.

 

Storytelling doesn’t sacrifice the functional and pragmatic and practical … it actually elevates it to ts highest value.

 

I could argue that stories are the essential driver of value, change & persuasion … throughout the history of business.whispers stories

 

Look.

 

I would never tell a business to not show the numbers, graphs and facts. It is important.

But strategic use of a good story can make those same bland things surprise people, make them become compelling characters in a story and instead of being cold hard facts laying on a page they can become things that make us think & feel.

 

Story telling is important in that it engages people, communicates relevant meaningful information, builds value on some things that can often be difficult to build value on and, ultimately, it makes you, your product or service & your company distinct.

Why? Because it has a story to tell.

 

The business world is full of stories, and from time to time they permit themselves to be told …

 

 

responsible for what you tame

January 25th, 2017

responsible for what you tame leadership people employees

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“People have forgotten this truth,” the fox said. “But you mustn’t forget it. You become responsible forever for what you’ve tamed.”

 

—–

The Little Prince

 

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I cannot play with you,” the fox replies. “I am not tamed.”

 

“What does that mean – to tame?”

 

It means to establish ties. To me, you are still nothing more than a little boy who is just like a hundred thousand other little boys. And I have no need of you. And you, on your part, have no need of me. To you, I am nothing more than a fox like a hundred thousand other foxes. But if you tame me, then we shall need each other. To me, you will be unique in all the world. To you, I shall be unique in all the world…please, tame me!”

 

I want to, very much,” the Little Prince replied, “but I have not much time. I have friends to discover, and a great many things to understand.”

 

“One only understands the things that one tames,” the fox said.

 

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Leadership.

 

afraid to grow into your heights life loseLeaders have a tough job.

 

We call it managing but in reality it is taming. You tame the independent wildness and tame the ability & potential so you can understand it, and it can understand itself, so that eventually there is a mutual progress to play the game as well as it can be played.

Please note that nowhere in there have I suggested “blind obedience.” Taming, in this view, is reaching true understanding so that real personal growth occurs.

 

That said … in that metaphorical expression of leadership … you own what you tame.

 

I say that because far too often we leaders & managers view management as something we do for the benefit of the organization and, hopefully, the benefit of the people … but we ‘own’ no responsibility for the individual in terms of actions or who they become — and certainly not ‘forever.’

 

Some of us view ourselves as shapers in some form or fashion but lean back against the belief we only dent the surface of who and what the person is and will become.

 

We view what we do as possibly taming but within the purview of just a chapter in their lives … not an entire story.

 

In some ways we do this simply as an act of self-survival.

 

The truth is that investing too much personally into your business; the organization and the employees can … well … kill you.

 

Okay.

Maybe not literally kill you … but figuratively it can become a daily strain on your psychological health.

 

Many of us, out of pragmatism, eye our relationship with employees as a story with a finite end – be it positive, sad, joyful, disappointing or ambiguous – but it is, in reality, just the end of a chapter.

 

The story keeps going.

Ours and theirs.

business inclusiveness

And while we may represent only a chapter in a larger narrative … well … we own what we tame. This is an inclusive way of leading & managing.

 

You include yourself in someone’s Life and … well … you own what part you tame.

 

Uhm.

 

Of course … this can also swing to the opposite more dangerous side – an exclusive leadership side.

 

This is ‘ownership’, not owning, of what you tame.

 

You don’t become part of them you simply offer a voice to them – I sometimes call this ‘pack mentality leadership’.

 

These are the leaders who say “on my team <or in other words “mine”> forever.”

 

Leave and my wrath is upon you.

 

Not want to be tamed by me? you are “un” whatever it is I stand for.

 

And this is where exclusive leadership truly rears its ugly head.

 

There is little vision, there is a lot of ‘features’ in the offering <more money, more jobs, more titles, more wins, more whatever> and therefore the incentives do the work and not any persuasive direction or vision. The ‘pack attitude’ is a means to an end and a vision in and of itself.

 

—-

 

“Managers tend to use compensation as a crutch.

After all, it is far easier to design an incentive system that will do management’s work than it is to articulate a direction persuasively, develop agreement about goals and problems, and confront difficulties when they arise.”


Michael Beer, Harvard professor of business administration

—–

 

chaos team alignmentThe features, the actions & behavior of those who belong on this team, are how they speak of unity and teamwork, i.e., “everyone should act this way … but we are the ones who do.”

 

Or how about this?

 

“The only important thing is the unification of the people – because the other people don’t mean anything.” <Trump used these words once awhile back>

 

In other words … the only people who truly count are the ones who are in this leader’s team.

 

Even worse?

They use the ‘us versus them’ polarization as a means to suggest “team personality & character” all the while these types of leaders actually do it to create their own power structure.

 

They don’t desire to include anyone else nor do they tend to reach out to others <albeit they make some inclusive noises on occasion> they desire to build a construct where people ask to join <because they should, of course, have to ask> and are not asked to join.

 

Excluding leaders love the ‘us versus them’ aspect. They love being derided and they love opposition. All these things do is solidify the team’s belief they are different & better & know more than the others.

 

The team becomes what represents what is real & right and the leader controls what is real & right. The leader’s people are truly the only people that count and the leader hasn’t tamed ability but rather attitude.

 

And here is where the ownership of what you tamed hits a dangerous spot.asshole bad manager

 

The leader has tamed an attitude but feels little ownership of the people themselves. Therefore should the leader decide to move on or get tired of whatever it is they are doing at the moment they feel no remorse in leaving people behind <who still harbor the attitude he/she tamed>.

 

The pack remains, the pack mentality still seethes, but the pack leader is no longer there.

 

Anyway.

 

Let me close with some thoughts.

 

I think it is a healthy thought for every manager & leader to ponder ‘you own what you tame.’

 

Leadership and leading is never easy and I have the scars to show to prove it.

 

Bad we help thatI found it naturally tempting to build a quasi-pack mentality in my groups as a younger leader & manager.

I was, and have always been, a more aggressive business person – I am not fond of status quo and not particularly fond of ‘the safe road.’

 

I can absolutely state that as a manager you can feed off of the ‘pack mentality’ attitude. It is exhilarating and almost like a drug … and maybe more dangerous … it can feed into a self-belief aspect that can edge upon arrogance and obliviousness to the greater good.

 

I don’t think I ever fell off the cliff on this but I certainly got a glimpse of the edge.

 

As I gained more experience I saw the danger in doing so <to my team member, to my organization & to myself> and sought to find some balance.

 

You can tame your people’s ability & attitude and they, and you, will benefit at the time and in the future <whether you are still working together or not>.

 

communications, advertising & the battle for truth

December 6th, 2016

 

everybody needs what i am selling deserve life

————————–

 

“Forget words like ‘hard sell’ and ‘soft sell.’

That will only confuse you.

 

Just be sure your advertising is saying something with substance, something that will inform and serve the consumer, and be sure you’re saying it like it’s never been said before.”

 

=

David Ogilvy

 

———————

 

“If you try to comprehend air before breathing it, you will die.”

 

=

Mark Nepo

 

—————

 

“Seeking truth is a full time job.

Communicating truth is a purpose in Life.

Embrace that truth and your Life will be significantly more complicated, but significantly more rewarding.”

 

=

Bruce McTague

 

——————–

 

Well.

 

Communicating has always been a tough gig but in today’s world it has taken on liaran increased challenge.

 

I scan headlines in magazines and online and I cannot see one topic being discussed, one industry or any one group of influential type people that isn’t under attack by ‘lack of trust’ or, in other words, ‘liars.’

 

What that means is anything you are communicating isn’t starting from a commodity standpoint <all facts and truths are created equal> but rather you are already in a hole trying to climb out of ‘prove to me this is not a lie.’

 

Truth has never had a more difficult challenge than today. This may sound odd because common sense suggests truth is truth and, unvarnished, stands clear of any and all clutter as … well … truth.

Unfortunately that is not … well … true.

Truth, more often than not, is a wallflower and not the one breakdancing in the middle of the room. The schlub doing the crazy dance alone, being watched by everyone, is more likely a lie or a semi/partial truth. You have to coax truth to the dance floor. Someone has to bring it out into the audience and permit it to be seen.

 

Truth telling is hard work. It is not for the faint of heart. Seeking truth is a full time job <which most people, frankly, just do not have the time to do as they do their paid full time job>.

And communicating truth has to be a purpose in one’s life in order to meet the onslaught of untruths, purposeful ignorance, unintended ignorance, semi-truths and … well … cynicism.

 

To be clear.

 

I do not believe we are in some ‘post truth world.’

Nor do I believe what someone said “there are no facts anymore.”

 

Facts are facts and truth is truth.

There may be some confusion around this but … of all industries … advertising and marketing communications people had sure as shit better be fucking clear on this … or they are in deep shit.

 

Anyone in the professional communications business had better be absolutely fucking clear that communicating today ain’t like communicating yesterday … or they are in deep shit.

 

While I believe business, in general, benefits if they start on day one embracing the thought they are in the decommoditization business <rather than in the ‘uniqueness business’> I believe communications would benefit by embracing the thought they are in the ‘establishing truths’ business.

 

Look <part 1>.

 

Advertising, marketing and all of professional communications is in a challenging position. Challenging in that businesses spend money on marketing & advertising most typically to sell shit. Therefore its main goal is to … well … sell nothing in boxes business selling stuff capitalismshit.

 

This means that if I represent a product and its main buying audience is white, male & blue collar <or pick any demographically based segment> … I am going to use imagery and words that will appeal to them <sometimes to the detriment to other audiences who are less likely to buy your shit>.

 

Now.

 

Of course you want to do it with style and substance and some sense of responsibility <not be stupid>. So any advertising person with any chops <any good> will figure out a way of not doing the stupid shit to sell shit.

Even then … your audience is your audience and while we would like to suggest everything is made to be created with a larger purpose of ‘bettering the world’ … to a business who only has maybe $1000 to market something <or some finite budget amount> that $1000 is spent on selling shit and not ‘bettering the world.’

 

Simplistically … you sell to the people who will buy or have bought.

 

Simplistically … you sell to those people who will buy in the most effective way so that they will actually buy.

 

I say hat because someone on the outside looking in can take apart imagery & words and make some very valid points with regard to the kinds of messages they send … but marketing people & advertising people are under a lot of pressure to sell shit. And, remember, they are in the service business … they ultimately do not do anything but ‘strategically create persuasive creations’… and a business makes the decision on whether what they create will actually be produced and put in front of people.

 

And here is where the communications folk can get a little sideways. They focus on imagery & words & ‘attention’ with the intent to gain interest … not specifically sell shit. And they ignore truth as … well … too complicated & too complex. And it is quite possible we communications folk may have gotten away with that in the past, but in today’s world, sure as shit, you better be grounded in hard, clear truth or you are gonna get screwed.

 

Look <part 2>.

 

In the good ole days … truth was appreciated, but aspirational sold.

 

sell hope i canWell.

 

That was before we all got a good dose of cynicism and started drinking from the fountain of untruths.

Messages are everywhere and simply suggesting you were offering truth because “you’re too clever to fall for manipulation” gave people permission to at least think you were offering truth.

No more my friends.

While aspirational drives value, lack of truth suffocates value into nothingness.

This doesn’t mean there will not be a boatload of products and services who make a sale standing on the superficial surface of irrelevant, but appealing, value. But that will be the geography populated by the hacks.

This truth thing may not be a battle which some people want to fight. And that is okay. But someone has to or the entire industry will become … well … irrelevant. If no one tells the truth then why would I listen to anyone.

I, personally, am not suggesting ditching aspirational but I am suggesting that truth, communicating the truth in a away that people actually believe it is true, is the key to future success.

 

Look <part 3>

 

I have worked in and out of the marketing and advertising business for <yikes> over 30 years so I feel like I have some qualifications to comment on the industry.

 

Everyone on the outside of the advertising business looking in thinks those creating the advertising think about shit that … well … truthfully … advertising people actually never waste their time thinking about.

 

And everyone inside the advertising business thinks about more shit than people outside the advertising could ever imagine they think about.we all scream for the truth

 

Suffice it to say I could gather up examples of advertising using material over 20 years and make pretty much any point I want to make – good, bad, absurd, true, untrue, semitruthful, smart, insightful or blatantly uninsightful.

 

Anyway.

 

Here is a communications truth — perception is not reality.

 

The perception is that advertising makes shit up, makes stupid vapid shit and says nothing <as much as possible> and if they do say something it is a lie and, ultimately, they try and make people feel something <to sell>.

 

Nothing could be further from the truth <with the non hacks>.

 

The problem in advertising typically arises when the ad creators struggle to articulate the benefit <or convince themselves that it is ‘non differentiating’ and then seek to ‘differentiate’ in some form or fashion>.

 

It then can unravel from there because the ‘go-to’ phrase at this point in time is ‘do something brave’ … or ‘entertaining’ or ‘edgy’ <notice nowhere in there is “smart, insightful, thoughtful, truth”>.

 

Sure.

 

Great advertising messaging always is, and will be, imbued with some sense of courage.

 

Why?

 

Because if you want to be distinct you will not please everyone.

Because if you want to tell the truth you will not please everyone.

 

on-top-of-the-worldThe hack advertising people use the ‘do something brave’ phrase indiscriminately to justify bad advertising.

 

The good advertising people use this phrase to do something smart in order to not be different but stand ABOVE everyone else.

 

Yup.

 

Huge difference.

 

Hacks say ‘stand apart.’

 

Non hacks say ‘stand above.’

 

And this is where I imagine articles about advertising should focus their attention on.

 

Why doesn’t the advertising stand above <and not be below what is good & right & untrue>.

 

Advertising should be smart and not talk down to people but actually enable them to rise up to the occasion … and FEEL like they are rising up to engage with that brand or company.

 

Communications should be truthful, regardless whether it is simple or complex, and enable people to be able to FEEL truth in such a way that doubts about that brand or company are swept away.

few thinking and feeling

And it all has to be done with an eye toward ‘decommoditizing’ or being distinct in some meaningful way <because truth, in and of itself, is not a differentiator>.

 

Advertising cannot be dull and uninspired … and you cannot use a small budget as an excuse.

 

In fact … the truth is that a limited budget is typically what drives innovative advertising.

Yup.

Inspired smart creativity tends to make each dollar be more effective <hence you can live with a smaller budget>.

 

In other words … a smart, insightful, relevant, entertaining ad will be more memorable than a typical ‘category using sacred cow imagery’ ad therefore it needs to be seen less for the same effect.

 

Oh.

And if you add in ‘truth’ <in a way in which you aren’t just communicating it but people actually BELIEVE it>, your communications is more memorable, more believable, can be seen less for the same effect … and is, of course, of higher value.

 

By the way … smart means not any obvious photoshopping or any exaggerated ridiculous claims or just plain inaccurate information or anything fluffed up or untrue.

 

By the way … smart means avoiding stereotypes, typecasting and idiotic generalizations and lies.

 

Note to advertising people:

We can see through those slimy tactics. Realize consumers are people … people who are smart and informed.

Make me aware of a product.

Educate me.

Relate to me.

Tell me the Truth.

 

Regardless.

 

 ===

 

“A dull truth will not be looked at.

An exciting lie will.

 

That is what good, sincere people must understand. They must make their truth exciting and new, or their good works will be born dead.”

 

==

Bill Bernbach

 

——-

 

Truth is truth.

 

Lies are lies.

 

Responsibility is responsibility.

 

And if you do not accept your responsibility to tell the truth as excitingly and politics lies and truth and repeatingconvincingly as you possibly can … lies will win.

 

If you choose to vulgarize the society or brutalize it … or even ignore it <all under the guise of ‘understanding what the consumer wants’> … society will lose.

 

I honestly do not despair when I look at business in today’s world … or even marketing & advertising behavior.

 

I get aggravated.

 

No.

 

I get angry.

I get angry that we are not accepting the responsibility.

I get angry that we are not strong enough to accept the burden.

I get angry that many do not even presume the responsibility is within their purview.

 

Business, whether you like it or not, shapes society. Business, whether you like it or not, shapes truth.

 

What we do matters.

 

Selling stuff doesn’t matter.

It only matters as a means to an end.

 

What really matters is the shaping of attitudes <which ultimately shapes behavior>.

 

Far too often by simply focusing on ‘selling stuff’ the byproduct of our ignoring the larger responsibility is that we brutalizing society in some form or fashion – in this case and in this time and place … it would be truth we are brutalizing.

 

Am I suggesting that selling stuff or being profitable isn’t important? Of course not.

 

All I am suggesting is that HOW you sell stuff and be profitable matters.

And that you have a responsibility in HOW you do what you do.

 

Because HOW you do things impacts society.

It shapes society. It can vulgarize or brutalize … or invigorate or instill good.

 

HOW you do things has a power way beyond simply you or what you do in that moment.

 

HOW you do things is a pebble dropping into a pond.

 

In the end.

 

I will not argue that all advertising is good.

I will not argue that all professional communications is good.

A lot of it is shit.

 

But I will argue that good communications & advertising people, not hacks, are smart and tend to create smart insightful educating communication pieces that avoid the trite and stereotyping imagery and focus on telling the truth, if not A real truth, rather than lie or some semi truth.

 

I would also argue that good communications & advertising people, not hacks, have the opportunity to save truth in today’s society.

telling-truth-piss-you-off

I think many of the world’s institutions are embattled but the one that concerns me the most is Truth.

The institution of truth is under siege.

I can honestly say I don’t think most who are attacking truth are trying to facilitate its downfall … most are simply unclear what is truth and what is not. I believe anyone in any position of influence should be proactively assuming the burdensome responsibility of telling and protecting truth <that will come at an expense> but today … I think the professional communications industry should be at the forefront of the battle.

 

Why?

 

They get paid to communicate. If they cannot figure out how to effectively communicate truth, who can?

 

They must … must make their truth exciting and new, or their good works will be born dead. Uhm. And lies will win.

seek_truth

===

About the author:

I am a 50something who believes my generation hollowed out Truth by simplistically suggesting truth was best told through simplicity.

Truth is neither simple nor hollow.

I have had one framed picture in my office since maybe 2000: Seek Truth.

 

Enlightened Conflict