The Battle for Truth

March 13, 2018 Ophelie Zalcmanis-Lai

We’re interrupting our normal Battle for Time reference period in order to bring you the magic of Peter Mansbridge’s voice from last night’s Canadian Screen Awards.

Well, technically, there’s more to it than just his voice.

It was his two-minute acceptance speech that really made us listen.

“Truth is under attack.”

Chilling to hear.

This is what captured our minutes. Here’s why:

Though this speech was referring to today's journalists and the current landscape of journalism, we were so moved by his call for trust because of how widely applicable it is (and should be) to other industries. 

It should be the very fibre that guides all work. After all, words on a page or words spoken don't matter unless tangible actions back them up. 

As of 2017, nearly half of consumers fell into the "cynical" bracket - meaning nearly half of consumers have a hard time trusting brands. 

Let's be very clear: whether you're a brand, business leader, marketer, etc. truth should always matter. 

When one is sharing content and ideas that are meant for consumption by audiences, it comes with the responsibility to not embellish and to be held accountable. 

Truth is the thing that opens the doors for people to be able to connect. Truth is what builds lasting relationships. Truth is also the high bar that separates quality from noise.  

In a time when there are countless distribution methods, algorithms that change daily and instant connectivity, we all need to do our part to maintain the airways to a higher standard. If we don’t, we risk losing out on substance.

It doesn’t mean that everything has to be heavy.

Things can be fun, dope, hilarious even.

But they should never be created with the intention to cover something up. And truthfully, what’s the point of building a story or message or product on the basis of factual inaccuracies or even lies? There isn’t – because then ultimately it doesn’t mean anything.

The good news is that it’s just not that hard to tell the truth. The bottom line is important. Brand identity is important. But truth can be a part of these things, and more often than not, people will flock when they feel that they can trust someone or something.

Once we wipe away the stuff that truly doesn’t matter at the end of the day, truth and trust can come easily. As it should. Just remember, generating trust also means building integrity.

That’s the real money in the bank.

We’ll leave you off with one final note from Mansbridge himself: “nothing is more sacred in our industry than the truth. You cannot argue with the truth. No matter how hard you try. So finding it, speaking it, sharing it, is all that matters.”

At the end of the day, people engage with content by lending their minutes. Content is successful when its battery is fully charged with attention.

What will win this week?

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