What happened to telling the WHOLE truth? | Driving Eureka! #20


The feature story this week is a discussion of the importance of telling the WHOLE truth.

The book segment is about the power of offering PROOF when communicating our innovations to others.

The Brain Brew Whiskey Academy discusses the importance truth in what we are and what we are doing with our products.

To go DEEPER on any of the articles - listen to the companion DRIVING EUREKA! Podcast.



Newsletter 20 Key Image

What happened to telling the WHOLE truth?

Over the past few months I’ve observed that we are collectively becoming less truthful.

At a car dealership I observed a sales person lying 5 times. To make it worse - when her manager came over he lied 3 times in a row. Now I understand that they would call it “just selling” however in North Fryeburg Maine - where I spent time with my Grand Mother, Hazel Hall - she’d call it lying.   

In business meetings managers claim “amnesia” that had never been told something - when there is written evidence of it being shared at least 6 times - again Hazel would say lying.

And the list goes on - job candidates making false claims, web sites making false promises.

Many “truths” have variation and consequences attached. Not giving important information / consequences is as much of a falsehood as an out right promise that is not true. Or as Abraham Lincoln said “To sin by silence when they should protest makes cowards of men.”

In my experience - driving deep into the truth about what you are doing that the others are not doing - is a powerful indicator of how innovative your product or service offering is. If how you craft your product or service is the same as everyone else - then it’s nearly impossible for your offering to be meaningfully unique. 

Most important of all is to tell the truth to yourself. Be honest with yourself about what you are doing with your life and why.

When we tell the truth - the whole truth to ourselves and others we generate energy.  When we lie to ourselves and others we drain ourselves of energy.

This week - I’d like to challenge everyone to tell the truth, the WHOLE and nothing but the TRUTH. Be very specific - clear - and 100% honest.



Driving Eureka! Book Excerpt
The Power of telling the TRUTH about HOW your innovation is able to do what you promise 

Product or Service PROOF: This is a clear and easy-to-understand description of: 1) what the product/service innovation is, and 2) how it makes the promise possible.

Benefit Promise gets customers excited. Proof helps you “close the sale” by providing the customer/stakeholder with the confidence that you will deliver on your benefit promise. 

Customers are very cautious when it comes to making a commitment to purchase. Before they will act on their initial interest, they seek proof that the offering can/will deliver on the promise.

An analysis of thousands of new business concepts shows that providing Meaningfully Unique Product/Service Proof significantly increases your odds for success and correspondingly your return on effort expended.

  Probability of Success
High PROOF 61%
Medium PROOF 42%
Low PROOF 28%

Proof is often simply explaining the product features that you avoid in the Promise. Proof is the innovation design features that make the benefit promise possible. 

For example the 3x longer shine from above—how can you promise that? Now it’s time to talk about the features. That’s because it has a blend of three waxes. The promise comes first, but the proof backs it up with the details of the “it.” If it’s a service, explain the steps in the process. If it’s a new class, explain the curriculum. If it’s a new type of chocolate, explain the ingredients that make the taste special.

Proof is becoming more and more important. Today, customer confidence in marketing promises is at an all-time low. The consumer research firm Yankelovich found that 93% of consumers do not have confidence in the advertising messages of major corporations. Customers’ lack of confidence is not surprising, given the explosion of hype and lies they experience from marketing campaigns. The lies are extreme. From dot-com promises of great riches to politicians campaign pledges customers are subjected to lies and deceit. The trustworthiness deficit between customers and merchants has accumulated over time. The deficit has been built from hundreds of disappointing customer experiences.

Sadly, analysis finds that only 20% of concepts offer product or service proof. That leaves 80% that don’t. Is it a coincidence that just over 80% of all new products and services fail?

Telling the TRUTH is the primary and recommended way to communicate Product/Service Proof. There are also secondary ways to enhance credibility, such as pedigree, testimonials, test results, demonstrations, and guarantees. These are supplements, not replacements, for telling the truth about what you do that’s different.





Brain Brew Whisk(e)y Academy:
The Importance of Honesty

When it comes to crafting whiskey there are many methods.

  1. You can grow the grain, distill, mature with wood, blend and bottle.
  2. You can distill, mature with wood, blend and bottle.
  3. You can buy raw spirit, mature with wood, blend and bottle.

All three methods can generate great whiskey. Each has a different cost and time requirement.

It is my experience that what matters to consumers is not HOW you craft your whiskey. What matters is WHAT does your whiskey taste like. 

The other thing that matters is that you are honest and straightforward in your communications. When you are transparent - you build trust. When you aren’t transparent you destroy trust.

With our Brain Brew whiskey products we are proud of our approach.  Because 70% of the flavor and color of a whiskey comes from the wood - we focus our energy on the interaction of wood with whiskey. We are open, public and proud of this. In fact, our Time Compression™ technology is what makes it possible for us to craft amazing whiskey.

GREAT SCOTT - Rusty Nail

The drink of the “Rat Pack” in the 1960’s - It uses Drambuie a liquor from the Isle of Skye in Scotland.   Legend has it the recipe was from Bonnie Prince Charlie in 1746.


2 oz Tall Stacks Triple Smoked Bourbon
1/2 oz Drambuie


Step 1: Add ice to a glass. 
Step 2: Pour ingredients over the ice.
Step 3: Stir and serve.



The Driving Eureka! Podcast

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Come and join us. We will teach how to build a business or innovate in an existing organization using the Driving Eureka! book and a whole series of education programs.



Doug Hall

The Driving Eureka! Newsletter is a compilation of case studies, new techniques, thought provoking insights, an occasional rant, and excerpts from my books 



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