Lie to people who want to be lied to, and you’ll get rich. Tell the truth to those who want the truth, and you’ll make a living. Tell the truth to those who want to be lied to, and you’ll go broke.
Article: Three Ways to Get Paid
The financial success of a message depends on aligning it with the audience's desires. Don't tell them the truth if they want to be lied to.
From Jason Zweig:
There are three ways to make a living:
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Lie to people who want to be lied to, and you’ll get rich.
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Tell the truth to those who want the truth, and you’ll make a living.
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Tell the truth to those who want to be lied to, and you’ll go broke.