In my 30 years creating films for big corporations, the rules of spin were drilled into me. Dwell on the positive aspects of a product. Don’t bring up the complaints or flaws. Make it sound like the company or product is a big winner and everyone is turning to it. Like sheep, customers will follow.
In observing the growth addiction of our culture and communicating about it, I’ve had to jettison those rules. But they don’t die easily. In founding and running this fledgling non-profit, my training has told me to put on a happy face: make it sound like millions are joining the cause and supporting our work. Don’t tell readers that the organization hangs on by a thread. My instincts, on the other hand, tell me to be truthful and authentic. I try, but I often fail. It still comes naturally to me to write with that corporate voice.