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The Importance of Truth
"I've started to say, I don't know, so many more times than I used to. And it's just very unevangelical to say," he says. "We have to lie and we have to pretend to know things that we don't know." He writes a book about narrative structures and storytelling laying as a foundation for a marketing and messaging campaign which has sold 1 million copies since its release five years ago.