A few weeks ago, I was gifted a copy of Princeton professor of moral philosophy Harry Frankfurt's eye-blinking book, "On Bullshit."

But what's so fascinating about this epic, if "epic" is the right word for a 67-page hardcover, sized somewhere between Mao's "Little Red Book" and a pocket prayer guide for the perpetually cynical, is what it doesn't cover.

If bullshit is the problem, what's the solution?

To be sure, the late professor's opening paragraph crisply identifies why we should care: "One of the most salient features of our culture is that there is so much bullshit. Everyone knows this. Each of us contributes his share."

He then goes on, and you knew I'd get here, to nail the focus on this blog post to the ground, writing, "The realms of advertising and of public relations. and the nowadays closely related realm of politics, are replete with instances of bullshit, so unmitigated that they can serve as the most indisputable and classic paradigms of the concept."

True, that. So, again, if that's the call, what's the response?

In persuasive marketing, I'd argue it can be expressed in one, usefully pragmatic word, and, no, it's hot "paddle," “shovel,” or broom."

Clarity.

Clarity of vision. Of strategy. Of communication. Of delivery and execution.

When propelled by its essential-to-attention enabler, creativity, clarity has the amazing power to cut through the bullshit.

In the public realm, shifting narratives, inspiring constituencies, and, as a result, moving policy mountains.

Turning dry da-ta into “ta-da.”

Moving minds by the millions, one at a time and all together.

Creating the difference between strangling complexity and unignorable simplicity.

Meeting consumers, opinion-makers, voters, and other critical “ers” where they live; delivering the lucidity of thought — and dare I say it — the truth they are clamoring for.

All of which makes clarity the lynchpin of what we like to call “public impact branding” — a species of brand management geared to the reality that brands in the public arena don’t operate quite like they do on the shelf.

Here’s the other thing: while Prof. Frankfurt spends pages trying to wrap a tight definition around bullshit, I’m inclined to paraphrase the Supreme Court judge’s take on pornography: “We know it when we smell it.”

If so, may I recommend the air-clearing scent of clarity?

P.S. Looking for clarity? Why not look here:

Clarity is Money.

The world’s first all-AI ad agency.

Do this or drown.