THE ULTIMATE LIE.

From Issue 150 MadisonAveNew.com From time to time I have referred to myself as a "Liar For Hire." Sometimes proudly, sometimes without remorse. But always within the context of defining what I do for a living. I do advertising. Not truth in advertising. Just advertising. But as I grow older and somewhat wiser, I have come to realize that this pattern of professional behavior has oftimes crept at its petty pace into my personal life. Especially when the product I seek to advertise is myself. In the interest of candor, I must admit that the result of this breech of truth has been disastrous. Damaging to my self esteem and terminal to a few of my most treasured relationships. "To thine own self be true," is the one central value I have tried maintain during my somewhat inconsistent lifespan. But during the past couple of years, even that tenet of mindfulness has all but evaporated. I found myself spending more time observing what I was thinking, then actually understanding my thoughts before acting on them. I did this in an effort to correct the potentially toxic environment that is the result of working in my chosen profession. How fucked up is that? After 18 months of working on the fringes of advertising with small clients and people who pride themselves in being honest and forthright, I find it strange and somewhat disorienting to be back in the world of the endless lie. For certain, the money is a lot better. And without a doubt the level of intelligence in the strategic discussions concerning global brands and regional advertisers are as night is to day. But have my 18 months off the fast track been a waste, or a blessing? That is the question that begs for an honest answer. Without a doubt our thoughts can have unexpected consequences. Especially when we express them to someone close to us in the heat of a spontaneous argument or a moment of blind enthusiasm. For those who profess to mean what they say, this can be particularly dangerous because once they say it, they cannot easily take it back. And so they never do. For those of us who don't always mean what we say, expressing our thoughts before examining the consequences of such expression, can lead to the loss of friends, loved ones and even hard-earned accomplishments. At the least, both situations can create the kinds of pain and suffering that can last for years and make enemies out of our closest allies. So what does all of this have to do with advertising, the girl in the red dress asks politely? Just this. OSHA and other environmental authorities will spend a great deal of time and effort warning those who work in our business about the hazards associated with spray glue, and other petrochemicals and solvents. But there are no warning labels that caution against the erosion of personal values as a result of close contact with the making of advertising or other fantasy-based products. So here goes. Beware of the Ultimate Lie. The lie you tell to yourself when your boss kills your best work and you think "maybe next time." The lie you tell yourself when you can't stand the people you work with but you know they are paying you twice what you're worth. The lie you tell yourself when you know they can't wait to replace you, but you convince yourself that as long as you laugh at their jokes and complement their wardrobe they will grow to like you one day. Beware of the Ultimate Lie. The lie you believe when a client who hates you with a passion invites you to lunch. The lie you swallow when you think the girl you're sleeping with really digs your mind, but you know it's what you can teach her to get promoted that really turns her on. The lie you smile to on your last day in the office when everybody says, "Stay in touch" and you know they will never, ever take your call again. Beware of the Ultimate Lie you tell yourself when you decide to say what you think they want to hear, instead of what they need to hear. Beware of ever taking that lie home and using it on your family or the ones who love you and trust in you. Beware of using the things you learn at work on the people who have no idea at how good you are at getting people like them to do exactly what you want them to do. And most of all, beware of those in this business who can creep up on you before you ever see them coming, make you believe that your every dream can come true, then quietly take what they want and then leave you totally alone with those thoughts of betrayal that never quite fade away. Beware and very aware. Stay strong.