How to Win "Friends" and Really Influence People

Once upon a time we as marketers and brands were able to tell the story we chose. Now the internet - with its volumes of resources - has become the great equalizer. As a result truth, for better or worse, proceeds and permeates the brand. People go to TripAdvisor, before hotel websites, Yelp before restaurant websites, Spotify before artist websites, Amazon before product websites, Facebook, forums, blogs, reviews, comments. As a people sold to, manipulated, conjoled, and force fed from the trivial to the significant - we are left with a deep longing for the black and white, for authenticity. And as the storytellers, innovators, and publishers of content, information and ideas we are left with one option if we expect a meaningful connection - truth.

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