Oxford University Press identified 'post-truth' as its Word of 2016, in the wake of both Trump and Brexit campaigns, and we've all been quietly adjusting to that new reality in politics ever since. But it's not just a political issue: if, as Sean Pillot de Chenecy contends, 'Consumer trust is the basis of all brand values', what does it mean when companies betray that trust? In a world of more transparency than ever before, how can businesses create and maintain trust?
But the problem with writing about such a topical issue is that as soon as you go to press, there's another breaking story just screaming to be included.
'I do remember, literally when it was on the printing press, just begging the printers to allow me to lob in one more quote,' confesses Sean.
But the solution isn't to keep holding back. Listen to Sean's superb advice for anyone writing a book dealing with topical issues.