We've spent years telling consumers that a new lipstick will make them beautiful. That this body spray will have girls swarming after you. That this watch will make you richer and better looking. That these cheesy snacks will make you popular. That this jacket will solve climate change. That buying more stuff will make you happy.
Even our relationships with clients (and each other) is a dance with duplicity. "Yes, the work in my book 100% went live in exactly the way I'm presenting it!" "Sure, this award entry happened exactly as the dramatic VO describes it!" "Of course we have 10 years of experience on this platform (which only launched 2 years ago)!" "Oh yes, we will definitely deliver this on budget, on time, and get all the results you expect, without a hitch!"
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