It’s been said that the truth will set us free. But the last 12 months have shown that the “illusion” of truth is more powerful than truth itself. This is because our brains can’t differentiate between what is true and what feels true – and it's wreaking havoc on our most basic institutions. As marketers, is the lesson that we should lie to achieve our goals? This session will present a more optimistic view: let’s use behavioral science to learn to tell the truth like a liar.

[Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.]