—Because the Truth is Just Plain Boring.
LET ME EXPLAIN: Empires aren’t built on the truth; they’re built on the kind of stories that make you think, “Yeah, I want in on that.” It’s not about what is, but what could be—because let’s face it, the truth is usually a bit of a snooze-fest.
Take LVMH. When their revenue dips and the “aspirational” buyer starts losing that twinkle in their eye, what do they do? They don’t just sit around. They drop some high-gloss, luxury billboards with your favorite celebrities. Suddenly, everyone’s inspired again. It’s like clockwork. Or look at Nike’s latest move with, “Winning isn’t for everyone.” Yeah, right. They’re selling you the idea that maybe you can be a winner—if you lace up in Nike, because that’s what Olympians do, right?
And let’s not forget about social media—the breeding ground for these beautiful lies. Influencers, brands, they’re all in on it, selling you a life that’s just one click away. And you know what? You love it. You eat it up.
HERE IS WHY: No one really wants the truth. The truth is bland, uninspiring. But a beautiful lie? Now that’s something you can hang your dreams on. Maybe you won’t be the next Elon Musk landing on the moon, but at least you’ll feel like you’re among the stars.
And it’s not just consumers buying into these fantasies—businesses are right there too, spinning their own tales. How many times have you heard, “We had the best quarter ever!” only to find out that behind the curtain, they’ve taken on debt, made some risky investments, or brushed over a few skeletons in the closet?
As the ever-sharp Charlie Munger once said, “EBITDA is just bullshit earnings.” But hey, it’s good bullshit. Companies package their success in a way that keeps you dazzled, even when the truth might make you squirm.
So here’s the thing: Stop preaching the truth like it’s gospel. Give people the story they want—the one that makes them feel invincible, like they’re one step away from being the next big thing.
“Baby, tell me one more beautiful lie, One touch and I ignite”
Ciao for now,
Salim Gheewalla
1 Brand Story 