Joel: That’s a hard habit to break for all of us in marketing. I’ve been doing this for 24 years and my first instinct is always to want to show my client in the best light possible. This approach takes me back to my days as a journalist. Mariana: I think you’re absolutely right. We need to create more objectivity in our communications, to frame it from a variety of viewpoints. Like a journalist. That’s what makes it powerful. Joel: It’s like you have unlearn something before you can find a way of doing it better.