Lying is different from bullshit.
When you lie, you know what the truth is but you intentionally misrepresent it. In a way bullshit is more insidious because people who bullshit often don’t know what the truth is and don’t care.
They’re out to make a point; they’re out to sell you an idea; and they really don’t care whether what they are saying is true or not.
There are people (in advertising) that believe that consumers are ‘in love’ with brands.
They believe consumers want to have ‘relationships’ with brands.
They want to have ‘personal experiences’ and be ‘personally engaged’ with brands.
There are people (in advertising) that believe that consumers are going on Facebook and Twitter and having conversations with each other about brands.
Bullshit has become such a powerful weapon that it’s hard for us to stop ourselves from using it.
We use it on consumers.
We use it on our clients.
And we are now bullshitting ourselves.