A little book asking a big question
Can an earnest pursuit of the truth create more value than cynical bullshit?
In the book
Two kinds of truth What is the difference between a lie and a promise?
How I got here My journey as a bullshit artist
Part I What are we doing here?
What is the point of marketing? Is it to manipulate?
Is persuasion enough? Marketing as a lighthouse
Part II Why bullshit wins
The truth is a pain in the ass It’s inconvenient and that’s why it’s worth it
The 4 Ps of bullshit How a need for control distracts us from truth
Data doesn’t drive, people do Data’s real role and how we abuse it
Part III Why truth matters
Good strategy starts with truth Truth helps us win
The truth is more interesting Good communication is truthful communication
Part IV So what do we do?
Truth seeking as a marketing function What more can we do to pursue truth?
Truth telling as a marketing function What more can we do to share truth?
Part V If truth be told
The paradox of good service The funny thing about dealing with bullshit
Two truths about marketing You’re on your own, kid
About the author
I’m Harendra Kapur and I’ve spent more than a decade as a copywriter and marketer focused on odd little niches in B2B technology. This book is a collection of stories and ideas from my experiences navigating white lies, half-truths and full-blown bullshit.