Truth

by Lynn Upshaw

With thousands of marketing messages bombarding consumers every day, buyers just want brands they can believe in from companies they can trust. The Truth is that a company's success depends on its ability to convey its integrity. This book shows you how to build a more motivated workforce, increase customer loyalty, and bolster your credibility among stakeholders by convincing customers, not selling them.

Truth takes a practical business-building approach to marketing with integrity. Author and internationally respected marketing consultant, Lynn Upshaw, has spent three decades showing businesses of all sizes, from start-ups to Fortune 500s, that integrity is more than just a nice quality for a business to have. He uses real-world examples from companies like Patagonia, In-N-Out, Infosys, and others that have succeeded in building their businesses by being honest, letting their products speak for themselves, and selling value rather than gimmicks.

(272 pages, hardcover, ISBN 978-0-8144-7376-4: 2007)