Secrets can’t hide inside us. Your customer has already been endowed with with a celestial capability to uncover the lies – at least later, if not now. Within the walls of a marketing agency the truth is available stripped bare. How we expose truth outside the agency & to the people… Well, that’s another story. But behind all this, one thing is certain: whatever it is that we are trying to hide, we are never ready for the moment when the “sugar-coated” truth gets naked.

Well, that’s the problem with truth, like misery in love, when the truth reverts to falsehood again, you become a victim of an ethical dilemma – about having traversed the line – about doing stuff that you were forbidden to do in the first instance.  They pile up and up until they take over everything. Until you don’t have room for yourself; until you are so full of secrets, there comes a threshold when you feel like you’re going to burst.

Probably one of the reasons why, despite loving all the creative approaches that we used to come up with in our classroom assignments and internship programs, I couldn’t really accept the bitter fact that marketing, in fact, is a “cruel” and “manipulative” way of cajoling a customer, about trapping him within a cage of lies and letting him be fooled out by your other facet of ‘truth’. What most marketing graduates still linger with the dilemma marketing is in fact 200 percent unethical. So if you have been bombarded with some ethical theories and rosy theologies, just keep aside for your life.

The thing we forget is how one can feel when you finally set your secrets free. Whether good or bad they are out there in the open. Like it or not. And once they are there in the open you don’t have to hide behind them anymore. The main problem with secrets is even when you think you’re in control, you are not.


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