My dad loved to argue. He was a master at it and would often take the opposing view, so you never really knew where he was coming from. His goal wasn’t to be a jerk; he was a professional educator. He wanted you to think for yourself, dig in, do the research, and draw your own conclusions. He was smart, funny, and full of joy - and his arguments were both epic and, at times, very frustrating.

When he argued with my sister and me (or our husbands, kids, cousins, you name it), the dead giveaway that we had fallen into his web was his signature closing: a sweeping hand gesture followed by, “And that’s a True Fact.”“True Facts” became family shorthand for this lesson - that before you accept anything as true or false, you need to do your research.

Facts are funny things. They can be twisted to sway a perspective, or they can ground us in reality when backed by evidence and observation.

And honestly, the same applies in marketing. Every day, we’re hit with so-called “facts”- statistics, claims, silver-bullet formulas. Some hold value. Some are skewed. And some? Just nonsense. The key is to treat them like my dad’s arguments: entertaining, sometimes convincing, but always worth testing.

Do the research. Compare perspectives. Ask for proof. And then decide what’s a True Fact for your business and your audience.

Because in the end, the only marketing that really works isn’t built on buzzwords or borrowed truths - it’s built on your own clarity, confidence, and conviction. And that’s a True Fact.

Stay Curious Friends!

Aileen