There is only one truth?no!
* Presented by Hector MacDonald, author of the Internet "The Post-Truth Era".Competitive Truth Theory。He believes that the truth of competition is passedMultiple waysDescribe a person, an event, an event, or a policyThese descriptions may be equally true.
MacDonald divides competitive truths into 4 types:
One-sided truth: The truth of the communicator's choice. The truth is a mirror scattered into countless fragments, each of which is a complete truth, but also one-sided, like a blind man touching an elephant, the result of your choice.
Subjective Truth: Truth that can be changed. It refers to a kind of truth that depends on the influence of one's own value orientation, and it lies in the fact that it is true from the position of each speaker.
Man-made truth: Truth crafted by people. It refers to the truth that people are born to apply for their own purposes. Their name, definition, and value often change according to the wishes of the user.
Unknown Truths: Truths that affect the future. Although the truth that describes the future possibility based on credible evidence is not completely certain, because it is difficult to verify, its own possibility has a certain degree of credibility.
In other words, because the angle of the station is differentThe truth of the incident is also different, but this is the truth of the incident.
Then change the posture to understand:There is often more than one true way to say something, we can use constructivelyCompetitive Truth that encourages people to take action.
The above logic simply opens a "back door" for our brand people to "lie".Scientific and artistic truth!
Of course, MacDonald believes that we also need 3 bottom lines and moral standards:
It is true in fact.
It is intended to achieve a constructive outcome that enjoys public support.
It doesn't make the audience act to hurt themselves.
You may have different standards – hopefully you can pass them to ensure that you don't become a misleading person unless you're determined to be a bad person. —MacDonald.Take advantage of competitive truths to combineMcDonald 13 squares**, let's see how the brand people are elegant and honest. Logic and methodology:
Things are complex, about thingsA certain aspect of the narrative and emphasis,will lead to a different understanding of things.
Classic Case:
Blue Sky Six Must Treat: Good teeth, good appetite, good body, good food. (What does it have to do with it?))
Genki Forest: 0 sugar, 0 sucrose and low sugar.
*From the InternetHow to act?
Consider the many different aspects of any important issue, looking for different perspectives in a balanced manner.
Choose those that support your point of view without distorting the truth of the reality you are conveying.
Make the question clearer by ignoring the truth, but be careful not to mislead the audience.
Don't become:
Misleading people who drown important truths in a sea of irrelevance.
Misleading people who attack people and projects simply by association.
Whoever controls the past controls the future. Whoever controls the present controls the past.Basic logic:History has a far greater influence on the construction of human consciousness than we think, and all brand people should beLearn to tell the history and story of the founder, the business, and the brandClassic Case:Legends are not only made, but also told repeatedly for people to know. Take a look at those stories and book lists.George Orwell, 1984
How to act?
Shape the organization based on relevant historical events and achievementsCurrent status
Retelling the pastSuccessful actions and eventsto encourage others to act now.
Don't become:
Misleading people who save themselves from embarrassment or weaken their opponents by ignoring relevant important history.
Misleading people who use highly selective historical narratives to drive violence, discrimination, and ethnic conflict.
Logic and methodology:Background truth is often oneImplicit consensus, which can greatly affect our impression of reality. In different contexts, the same story will give a completely different impression, and the brand passesAccentuated and watered down backgroundsIt is an important link that affects reality.
For example, "set the frame" for the topic being discussed, so that communication is limited to situations that are conducive to achieving the goal;or selectively "ignoring the relevant context", where the conditions presented are favorable for the establishment of the opinion, all of which are the use of background truth.
Classic Case:
De Beers: "A diamond lasts forever, a diamond lasts forever".
Ads that are contextualized and endorsed by locals are more penetrating.
*From the InternetHow to act?
Background should always be checked!
Use the most useful context as a framework to shore up your argument.
Change your attitude towards things, people, and problems by changing your context.
Don't become:
Miscommunicators who share breaking news without understanding the full context.
Misleading people who deliberately omit important context, especially quoting others.
Just torture the figures, and they will admit to any crime.Logic and methodology:Our understanding of the world depends on how we measure it.Economist Greg Easterbrook.
Most people don't know what a specific number means, but for brands, they can use numbers to hint at what they want to mean, thus influencing reality, and because numbers themselves can be simple and complex, making them easier to understand or trust.
By choosing a favorable unitMake the value bigger or smallerHide or exaggerate trendsPicking different statistics can make the numbers misleadingly descriptive.
Classic Case:
Colgate: "More than 80% of dentists recommend Colgate".
oppo: "Charge for 5 minutes, can be used for 2 hours".
Xiang Piaopiao: "Sell 1 billion cups a year, and the cups can circle the earth 3 times when connected."
*From the InternetHow to act?
Dig deeper to understand what exactly each number in the debate represents.
Make sure you're using the most appropriate unit and that the things you're comparing are on the same level.
Place the numbers in the background and compare them with other related numbers to show their true size.
Don't become:
Misleading people who try to make numbers look bigger or smaller, or make trends more pronounced.
Miscommunicators who believe that there is a causal relationship between two sets of related data.
Misleading people who pick statistics or don't specify what kind of average they are using.
Logic and methodology:
Why does story affect the truth?The answer lies in the causality of the story itself, and humanity craves an explanation. Because stories can help us understand this chaotic worldThey make complex things coherent and clear.
Stories are powerful, they are easy to believe, but the problem with stories is that they are highly selective: What to say, how to speak.
Just by telling it in order, you can reach the passConnecting facts implies the effect of causalityTell helpful stories that have happened to you, and that's fineDefine identity with stories, orUse case stories to encourage or change behavior, evenAs evidence. Despite their one-sidedness, they are still easy to accept.
Case:The original intention of Airbnb.
In 2007, we welcomed three guests — Michael, Kat, and Amol — and we became our first Airbnb hosts. Our guests came as strangers but left as our friends. The connection we made that weekend made Joe and I realize, "Maybe there's a bigger idea here!.""Soon after, Nate joined, and we created a way for people around the world to be hosts, just like we did.
How to act?
Use stories to clarify why or probable something happened.
Carefully choose stories about an organization to help that organization shape you.
Share anecdotes about best practices to encourage others to do the same.
Don't become:
Misleading people who fabricate cause and effect in a story made up of real events.
Misinformation who uses specific stories to prove a common view.
Logic and methodology:
Morality is a very paradoxical concept, and good and evil are not immutable. Those issues on which we have not yet formed a fixed concept,We can see more clearly the flexibility that "truth" may have.
Morality can also be affected by group pressuresBy influencing group morality, we are forced to subconsciously submit to it;Or cultivate a new morality, let some behaviors become habits, let habits condense into thinking, let thinking internalize into new moral truths, and transform into real virtues.
Classic Case:
Shanghai: "What kind of garbage are you?"”
Alipay and its Ant Forest.
Manner Coffee "5 yuan off for your own cup".
*From the InternetHow to act?
Recognize that morality is subjective and that destructive group morality can be changed.
Inculcate new moral truths through empathy, incentives, logical arguments, and a new definition of consensuality.
Don't become:
Misleading people who demonize morally neutral things and people.
A group that supports some kind of moral truth that is harmful to society.
Logic and methodology:
We may act on what we consider to be good and evil morality, but most of usIt's more about relying on an emotional drive-We are attracted to things that inspire pleasure, interest, or excitement, and we are repelled by things that inspire hatred, fear, or disgust, and different emotions motivate us in different ways, far outperforming most other psychological drives.
It can be seen that changing people's aspirations can change the world. It's not easy to change taste, but it's possible, and with hard work, we can like what is good for us.
By persuading people to like what is good for them, will make it easier for them to have the expectation of enjoyment and accept it;And if people are disgusted with some people and things, they will gradually oppose the existence of things.
Classic Case:MUJI.
Muji's grand strategy isworks。And make yourself effective through 6 actions Reborn the wounded earth Re-understand the diversity of civilizations Reconsider the pursuit of comfort and convenience Do not pursue the aesthetics of new shiny objects Reconstruct relationships Eat, sleep, walk, and clean well.
How to act?
Learn to like what is good for you – it's possible!
Help those around you do the same with names, goal statements, and other competing truths.
Don't become:
Demagogues and other misleading people who try to make you hate certain groups.
Logic and methodology:
** is set, but the value is subjectiveOur valuation of things drives our economic behavior.
Through market means or the use of other psychological techniquesAnchoring strategies that utilize relative valuationsHe allows us to subjectively reinforce its benefits for itself and the scarcity generated by the contrast, which leads to some irrational purchases.
Classic Case:Xiaomi is famous for its "hunger marketing" and "cost performance".
In 2023, before Lei Jun announced the price of Xiaomi 14, he will first put the price of iPhone15Pro on the public screen, Lei Jun said"I suggest you take a look at the iPhone 15 Pro first, it will scare you at a glance. And thenThe starting price of Xiaomi Mi 14 at 3999 yuan was announced.
*From the InternetHow to act?
Find out what things really value to you, rather than being swayed by the values set by others.
When valuing, consider risk, future expectations, and scarcity factors, as well as the benefits available to you and others.
Don't become:
Misleading people who exert influence on your valuation with anchors and other psychological tricks.
Encourage you to underestimate the pattern, platform, or environment in which you spend your time and labor.
Logic and methodology:
People tend to like strong words when they are precisely definedAccording to the interpretation of the situation
In particular, some competing truths that are distinctly different by definition may describe almost the same situation, but they can lead to completely different outcomesSo the trade-offs of definition may determine our outcome.
Classic Case:
Quanlian Supermarket:From cheap and ** to "All-Union Economic Aesthetics" and "All-Union Welfare Center."
* From the Internet to redefine itself: fromDidi taxi to Didi Chuxing;From Alipay to Alipay life;
How to act?
Be upfront with definitions. If a change in the definition would help clarify or advance the debate, the definition should be revised in a timely manner.
Keep up with the times and acknowledge that definitions change with everything else.
Don't become:
A misleading person who gives a different interpretation of a situation in order to conform to an important definition.
Misleading people who use personal suspicious definitions for common words.
Language can be seen as an indicator of emerging areas. Language gaps and the emergence of new words can be signs of the future. If a person spends a lot of time doing something that is difficult to define, it means that it is so advanced that there are no words to express it. Eventually, it will be named, and it may become a profession.Logic and methodology:Some things in current civilization do not come from entitiesAnd from our mutual recognition. They are a product of the human imagination and are therefore variable.It's also important to see if new words have been invented, such as the emergence of a large number of slang words, which is another sign that something important is happening.
Futurist Kevin Kelly.
Create or eliminate social constructsSelective description of social constructs, and even redefining them, will change the way people think and attitude towards things. In turn, new things will shape a whole new group of human beings.
Case:
Digital natives, new middle class, new retail, new consumption, new Chinese tea;New knowledge of youth, punk health, emotional value...
Here Wu Sheng must be launched, and at this point, there is no exception:New species, scene era, art museum era, digital market, small interest business, dialogue era...
*From the InternetHow to act?
Acknowledging that social constructs are products of our imagination and that we can change them when needed.
To the extent flexibility allows, try to define social constructs in a way that is beneficial.
If you have the necessary influence, you can modify the social construct by describing it differently.
Don't become:
Misleading people who highly distort important social constructs.
Individuals, institutions, and ** who create harmful social constructs.
Logic and methodology:
Names are not neutral, they have power, they resonate, they can inspire action, they can cause great damage, and the names we give to a thing affect the way the world sees them.
We can change the perception of others through our names, ifLobbying through inflammatory names, which will have an exaggerated propaganda effect;, ifSmearing with negative nicknames will create bad associations and weaken its value through entertaining insults.
A new name is a new truth :If it can lead to a whole new perception of reality, it could have a huge impact.
Classic Case:
Cocacola, Pepsicola, Heineken, Tide, Reebok, Colgate, Lay's, Nike, Marriott, Marvel are all geniuses.
Wahaha, Nongfu Spring, Toutiao, Pinduoduo, Hema.
Luo Yonghao's various fancy names - "Iron Rooster". (The first in terms of storytelling is Lao Luo).
*From the InternetHow to act?
Choose the names of the project and people carefully – the names may affect their prospects.
If the product or concept isn't very acceptable, try changing the name.
Don't become:
Use inflammatory names to persuade people you to buy, vote, or act inappropriately.
Opponents who give you or your project a devastating nickname.
Misleading people who change the outcome by changing the wording of the debate.
Logic and methodology:
* is a very important daily habit. We don't know what the future holds, but by carefully considering the competing truths about the future, we can gain future viability.
**Influenced by values, resulting in a selectivity that ignores other groups and aspects of things**;By actively behaving the best behavior, you can make something happen and you can prevent it from happening.
Classic Case:
Consumption downgrade, substitution, digital age, sinking market,
from poverty alleviation and the four modernizations to common prosperity and a better life .
How to act?
Paint a positive and credible picture of the future to inspire people to take action now.
Consider a variety of competitive nature** to ensure you're prepared for any possible scenario.
If someone makes something that requires action now, the validity of that should be questioned and what else needs to be done from us.
Don't become:
Misleading people who persuade you to do something that omits unpleasant relevance.
People who simply share and promote the ** that support their personal views.
Logic and methodology:
Faith is not limited to worship and religion. It may also be a social construct (organization, a common destiny of race), a common ideology (e.g., justice for natural human rights, nuclear deterrence).
Our strongest beliefs drive our actions every day, and beliefs that seem illusory may motivate us to do things that other truths don't motivate us to do. These truths have shaped our world.
Case in point: Apples that changed the world.
We have to be very clear about what we want consumers to remember about usAnd the most important key is the core value of the brand- Brands are not selling products and technologies, not how well you compare with your competitors, but core values, just like Nike sells shoes, but never mentions specifications and technology in advertising, but only promotes great athletesApple's core value is that we believe that people with passion can change the world, this is our belief!We want to send this message to the world!—Steve Jobs' speech in front of the "Think Different" ad.
*From the InternetHow to act?
If you want to change the negative behaviors of those around you, you should discover and question the beliefs behind those behaviors.
Establish and celebrate positive shared beliefs to strengthen groups and organizations.
Don't become:
The ones who isolate some people and control the competing truths they hear.
Groups that try to force people to obey and change their faith through pressure.
Misleading people who try to convince you of dangerous or extreme interpretations of holy books.
In 2016, the United Kingdom voted to leave the European Union, Trump was elected as the first in the United States, and various bugs during the epidemic, for a while, the "post-truth" became a hot topic of national discussion. It was selected as the word of the year by the Oxford Dictionary.The so-called "post-truth" is a situation in which truth and logic are ignored in the process of information dissemination, and emotional incitement dominates.
From voting to crowdfunding scams to viral marketing, whether in politics, media, or business, there are many cases of post-truth.
Clearly, we have entered the post-truth era.
- "The Age of Post-Truth".The core content of the article is excerpted from: "The Post-Truth Era".
Kunpeng Project