Learn the key ideas of the book by Hector Macdonald


How the many sides of the truth shape our reality

Truth analyses the truth and its many facets. It show us us how communication experts can use these many facets to their advantage, for both good and bad, using tactics that can alter our perception of reality. A guide to acquire the necessary tools to recognise misinformation and deception, in order to obtain knowledge that can help us to better interpret the truth and to communicate in an ethical and more effective way.

Read in 15 min.
Listen in 19 min.

Many useful tips to:

  • Take a deeper look at the concept of opposing truths and put yourself out there.
  • Manipulate the conception of things through specific techniques.
  • Look at real examples of truth manipulation, for both good and bad.

The author of the book:

Hector Macdonald is an expert at business storytelling. He is a strategic communication consultant for some of the biggest companies in the world. He has worked in many different sectors, including financial services, telecommunications, technology and health and some of his clients include Pfizer, Ericsson, Barclays and the Bank of England, to name a few. He is the author of several best sellers.


Different truths and how they alter our perception

The truth is not as straightforward as it seems In most things there are varying truths that we can choose from. Communication experts can take advantage of this by presenting us different facets of the truth in order to shape what we perceive as real. We will call these competing truths. We are going to analyse the tactics chosen to select the truth and how these tactics are used.

When we look at communication, we can identify three groups: the advocates, who represent reality accurately to achieve a constructive goal, the misinformers, who innocently propagate competing truths that unwittingly distort reality and the midleaders, who deliberately use competing truths to create an impression of reality that they know is not true.

The use of competing truths often creates controversy, so let us begin with a general rule:

If your audience knew everything that there was to know about your subject, would they find your account honest?

If your answer is yes, you are already on the right track.

In addition to this rule, we can use three criteria to define an ethically acceptable communication:

  • It is factually correct;
  • Its aim is to achieve a constructive result, supported by our audience;
  • It will not lead our audience to behave in a harmful way.

The aim of the book is to offer the necessary tools to recognise false information and trickery, to be able to interpret the truth in the best possible way and to communicate more effectively


The key ideas of "Truth"

Different truths and how they alter our perception
Partial truths: complexity, history, context, numbers and complicated stories
The subjective truth: morality, desirability and economic value
Artificial truths: definitions, social constructs and names
The unknown truth: tactics and beliefs
Some final truths
Take-home message

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