Barry Schwartz pointed out to me today that I shouldn’t talk about side effects.
Marketers who are inauthentic and shortsighted hide the side effects of their products from purchasers. This fraudulent behavior inevitably comes back to haunt.
But Barry points out that these aren’t side effects. There’s only effects. When you make something or sell somthing, it affects the world around it. Some of those effects are things you want. The others, the negative ones, are unintended, but they are still real.
These bad effects are just as important as the good ones. And smart marketers are honest about them.