Finally - a masterful marketing book with a soul and a conscience, at precisely the moment when the world is begging for both. Truth is a crucially important look at truth as the essence of win-win marketing, and is not only richly instructive but also utterly liberating for marketers. Why? Because in it we learn anew this truth about the truth: it's good for business. And it turns out that being honest may even be better than being perfect (not to mention more attainable).