In my line of work, we need to dig deep and find the root cause on anything we 'touch'. I have noticed (since day 1 in this line of work) that elaborate, comple

In my line of work, we need to dig deep and find the root cause on anything we 'touch'. I have noticed (since day 1 in this line of work) that elaborate, complex truths tire the audience, they want something snappy and 'sexy'. I remember a French C-suite telling me "make it sexy, you will lose them". Facebook managed to get this just right: lightweight, sexy (in the sense of attractive), easy to believe, easy to understand, easy to spread. The word "true" is completely absent on the above statement. That generates clicks. That keeps users logged in more. That increases "engagement". That increases as revenue. Game over. The masterminds/communications brilliant minds could never get so many eyeballs and ears tuned-in with such a low cost before. I've mentioned before that FB = cancer It gives 1 (ability to communicate) and it takes 100.