“No More Secrets: The Search for Truth and Trust in the Disinformation Age”
“Not since Oppenheimer split the atom has technology so quickly changed the arc of human history with so little thought to how it might be used, abused or defused. For all of its empowering, entertaining and frictionless ways, the Internet and platforms that deliver it have shredded the fabric of humanity — trust — by enabling the greatest assault on truth, tolerance and reason in history. No institution, government or brand is safe.
Ten new principles build on A New Brand World to help individuals and organizations see the threats of a decidedly more wicked web, and how to build trust when no one seems to know who or what to trust anymore. We visit the ones who helped shape the world we see today in the moments they began to seize it — Jeff Bezos when all of his servers fit in a closet near his desk, Steve Jobs shortly after his return to Apple, and Mark Zuckerberg in 2010 as he ignores advice to begin behaving like a responsible brand. We visit a dozen companies in their own moments of truth and trust, including the rise, fall and rise again of Microsoft, the reinvention of America’s largest managed health care system, and NASA as it struggled for trust and relevancy in the wake of disaster.
Funny, frightening and fascinating, the book takes us into the trenches to frame up the challenges that a more transparent, distorted and distrusting world will bring. Telling your story and strengthening your reputation are no longer a luxury. Only the best storytellers will be heard above the roar of three billion others, a legacy won’t wait for the end of a career — in a viral, connected world it will happen every time we leave a room. Those that lead with a purpose greater than profit, that commit to being better and not just bigger, and to use their powers for good, will be the ones most ready for this new brand world.