(Editor's Note: This is Part I of a multi-part series offering a new take on the age old question, “Who do you trust?” When selfish motives often lurk in the shadows, how can you really know whether spoon-fed “truth” is really “the whole truth and nothing but the truth”?”)
Help! I'm Stuck in the “Spin” Cycle!
When you spend the bulk of your adult life working in and around the advertising industry, you tend to absorb a thing or two about the art of “spin.” Call it effective product positioning, building a memorable brand identity, or whatever you wish. Understanding your target audience and knowing how to leverage just the right communication mix to reach and motivate that target audience plays an enormous role in bumping up sales, salvaging a damaged reputation, destroying a competitor, or convincing people that eventual rewards outweigh short-term costs.
Or, as the old song goes…
“You gotta ac-cen-tuate the positive… E-lim-inate the negative.”