Two Truths And No Lies

All of what you create must be true in order for any of what you create here to work. Think about your friend who knows what she’s about. She knows who she is and who she is not. She doesn’t pretend to be someone she’s not. And people are drawn to her as a result.

Every question we ask about our brand, the following litmus test must be applied: will the people who need to hear this believe it? Is it true?

The true-ness of a story is important because an authentic story, one that bears out to be TRUE, is the only way to connect authentically with your customer. And authentic connections are the only ones that last. Branding that isn’t aligned with the truth fails. This is NOT the time to be hyperbolic in your offerings or promises.

If you find something in this process that’s not up to your desired level, go make it true.