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This piece below is an excerpt from Allen P. Adamson’s book, Seeing the How: Transforming What People Do, Not Buy, To Gain Market Advantage (2023). Asking the right questions, involves more than just, well, asking questions. Making sure the questions come from different areas and approaches is key. Many years ago, I worked with Pizza Hut on its branding. Business was pretty good, and we were doing research on how to strengthen the brand further.
Over the course of a few hours scrolling on social media, we are bombarded with thoughts, ideas, opinions, facts, and also things that sound like facts, but maybe aren’t. There’s a typical format they tend to follow; an image of a subject of said ‘fact’ usually alongside an extra large font, vaguely mirroring a headline.
There are those who can’t help but be honest and look for facts There are liars, who stretch or make up facts for personal gain. And there are the bullshitters. Bullshitters don’t care what is a fact and what isn’t. They simply don’t care. They just bombard you with BS for the sake of it. Of the three, the latter used to be my favourite category. However, in this post-truth era, bullshitting has lost its glaze.
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
