What @AmirKassaei said. 

Our [industry’s] only reason for existence is to find or create a relevant truth – and, to be honest, not only to the people we’re talking to and want to sell something to, but to ourselves. Great ideas that change behavior happen only when they’re based on a relevant truth. That’s when they make an impact on societies and cultures and add value to people’s lives. But as people get more connected and live a more advanced lifestyle, they’ll be more critical of bullshit. People know more than ever, faster than ever. And that is a great thing because it will force us to be more critical of bullshit. As an industry, we have to stop falling into the trap of phoney ideas, of superficial gloss that looks great in an awards jury room but does not matter in the real world.

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