Big Little ThingsHonesty is not the new killer app.
There’s an article in this month’s Fast Company in which the founder of Interference Inc, a guerilla marketing company, says “honesty is the new killer app.” Two things rubbed me wrong about this:
1. Honesty, especially in marketing and branding, and especially if you do it right, has always been a killer app. And in every new generation, it’s again seen as a hot new thing: Authenticity, anyone?
2. Interference Inc., is a company that trades in stealth tactics, not honesty. Remember that little LED bomb-scare in Boston? Yup, that was them. The same company hires actors to play tourists who ask passersby to snap their photo with the latest cell phone camera.
Here’s the thing about honesty: you have to tell the truth. Otherwise, you’re not being honesty. Sounds obvious, don’t it?
