"I grew up with the idealistic notion that writing and literature were noble causes. I had no inkling, no sense of what I would eventually encounter in terms of people who weren't being sincere. I'm not saying that it happens always or a lot, but it happens enough that sometimes it makes me feel a little queasy."

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If businesses are to redeem themselves in the eyes of the public and regain the trust that they have lost, they should worry a lot more about what they stand for and entrust those with expertise in communication a much freer rein to express this in ways that people might recognise as being sincere and sympathetic, rather than stilted and formulaic.

— Nick Baker