Forget the Marketing Smoke and Mirrors…Just Give Me the Mirror

Don’t get me wrong, smoke and mirrors made P.T. Barnum a fortune. The Greatest “Show” on Earth was indeed a brilliant show, but what he created was a “show.” Magicians and showmen allow the audience to see only what they want them to see. That’s what makes it a show. I tell my clients, “if I do my job well, then marketing is easy…it will be simply holding up a mirror to your organization and reflecting it to the world.” That phrase strikes fear in the hearts of some and surprise in the minds of others as they process the reality of transparency. Organizations often want to smoke out the areas of the company that they want to hide from the world and “advertise” the aspects of their business that they want the world to “buy.” This point is well illustrated in the twenty-eighth thesis of the Cluetrain Manifesto. Most…

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