TRUTH

True or false?  It’s rarely that simple.

There is more than one truth about most things.  Eating meat is nutritious but it’s also damaging to the environment.  The Internet disseminates knowledge but it also spreads hatred.  When we communicate we naturally select the truths that are most helpful to our agenda.

We can select truths constructively to inspire organisations, encourage children, and drive progressive change.  Or we can select truths that give a false impression of reality, misleading people without actually lying.  Others can do the same, motivating or deceiving us with the truth.  Truths are neutral but highly versatile tools that we can use for good or ill.

In Truth, Hector Macdonald explores how truth is used and abused in politics, business, the media and everyday life.   He shows how a clearer understanding of truth’s many faces renders us better able to navigate our world and more influential within it.  Combining great storytelling with practical takeaways and a litany of fascinating, funny, and insightful case studies, Truth is a sobering and engaging read about how profoundly our mindsets and actions are influenced by the truths that those around us choose to tell.

Truth (2018) is published by Transworld in the UK, by Little, Brown in the USA, and by Signal in Canada. The book is also available in Dutch, German, Korean, Russian, Chinese, Portuguese, Spanish, Romanian, Turkish and Vietnamese.   

Covering communications techniques ranging from number presentation and price anchoring to context framing and storytelling, Truth is an essential read for anyone working in marketing, PR, public affairs, investor relations or corporate communications.

What the experts say:

“In a time when truth is under assault, Hector Macdonald is here to defend it. He offers clear-eyed, compelling guidelines for becoming a more accurate consumer and producer of information.” 

Adam Grant, author of Give and Take, Originals, and Option B with Sheryl Sandberg

“An engaging primer in critical thinking, Truth will enable you to defend yourself against fake news, from bots on Twitter to loudmouths on cable television. Read the book attentively—and from then on you’ll be carrying the most important concealed weapon of all: an informed mind.” 

Peter Robinson, former White House speechwriter and author of How Ronald Reagan Changed My Life

“No one can tell the whole truth in all its glory. Hector Macdonald's Truth explores how communicators spin reality, whether in the name of clarity or skulduggery. Macdonald is a deft guide to a topic that could not be more timely.” 

William Poundstone, author of Priceless and Head in the Cloud

“This book is not simply about telling the truth, but rather a guide to navigate the tough decisions that lead to truth.” 

Sheena Iyengar, author of The Art of Choosing

“Delightful. Beautifully explores the truth that truth can look very different to different people.” 

Matt Ridley, author of Genome and The Red Queen