That was the ability to position and package reality into acceptable illusions. The phenomenon began with politicos.
Soon enough, even those on Main Street had spin down cold when interviewed by the media or issuing advocacy communications. Currently, truth is not expected. Often, it's not welcome.
Actually, those who don't make the effort to spin probably won't be hired for a job, be able to rent an apartment, or be a welcome member in tribal organizations such as 12-step programs.
Now, though, spin goes by the term "branding." If it's an individual, it's known as "personal branding."
Superlawyer David Boies' traditional personal branding has eroded post his representation of Harvey Weinstein.
The "Today" franchise's branding is in play.
The brand of the House of Windsor continues to be enhanced by the televised weddings and births.
How can individuals improve how they position and package themselves? Observe all the social disasters Shaun Murphy commits on "The Good Doctor." Do the opposite.
Get a second opinion about your marketing and advocacy communications. No pressure. No charge. Please contact Jane Genova, firstname.lastname@example.org or @genova_jane.