The following was previously published in an earlier edition of Marketing Insider.
“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. But we tend to take the situation for granted.”—from “On Bullshit,” an essay by philosopher Henry Frankfurt.
Would it surprise you to know that I have found not one, but two academic studies on organizational bullshit? And I mean that non-euphemistically. The word “bullshit” is actually in the title of both studies. I B.S. you not.
In fact, organizational bullshit has become a legitimate field of study. Academics are being paid to dig into it -- so to speak. There are likely bullshit grants, bullshit labs, bullshit theories, bullshit paradigms and bullshit courses. There are definitely bullshit professors. There is even an OBPS -- the Organization Bullshit Perception Scale -- a way to academically measure bullshit in a company.
Many years ago, when I was in the twilight of my time with the search agency I had founded, I had had enough of the bullshit I was being buried under, shoveled there by the company that had acquired us. I was drowning in it. So I vented right here, on MediaPost. I dared you to imagine what it would be like to actually do business without bullshit getting in the way.
My words fell on deaf ears. Bullshit has proliferated since that time. It has been enshrined up and down our social, business and governmental hierarchies, becoming part of our “new” organizational normal. It has picked up new labels, like “fake news” and “alternate facts.” It has proven more dangerous than I could have ever imagined. And it is this dangerous because we are ignoring it, which is legitimizing it.
Henry Frankfurt defined the concept and set it apart from lying. Liars know the truth and are trying to hide it. Bullshitters don't care if what they say is true or false. They only care if their listener is persuaded. That’s as good a working definition of the last four years as any I’ve heard.
But at least one study indicates bullshit may have a social modality -- acceptable in some contexts, but corrosive in others. Marketing, for example, is highlighted by the authors as an industry built on a foundation of bullshit:“advertising and public relations agencies and consultants are likely to be ‘full of It,’ and in some cases even make the production of bullshit an important pillar of their business.”
In these studies, researchers speculate that bullshit might actually serve a purpose in organizations. It may allow for strategic motivation before there is an actual strategy in place. This brand of bullshit is otherwise known as “blue-sky thinking” or “out-of-the-box thinking.”
But if this is true, there is a very narrow window indeed where this type of bullshit could be considered beneficial. The minute there are facts to deal with, they should be dealt with. But the problem is that the facts never quite measure up to the vision of the bullshit. Once you open the door to allowing bullshit, it becomes self-perpetuating.
I grew up in the country. I know how hard it is to get rid of bullshit.
The previous example is what I would call strategic bullshit -- a way to “grease the wheels” and get the corporate machine moving. But it often leads directly to operational bullshit -- which is toxic to an organization, serving to “gum up the gears” and prevent anything real and meaningful from happening. This was the type of bullshit that was burying me back in 2013 when I wrote that first column. It’s also the type of bullshit that is paralyzing us today.
According to the academic research into bullshit, when we’re faced with it, we have four ways to respond: exit, voice, loyalty or neglect. Exit means we try to escape from the bullshit. Loyalty means we wallow in it, spreading it wider and thicker. Neglect means we just ignore it. And Voice means we stand up to the bullshit and confront it. I’m guessing you’ve already found yourself in one of those four categories.
Here’s the thing. As marketers and communicators, we have to face the cold, ugly truth of our ongoing relationship with bullshit. We all have to deal with it. It’s the nature of our industry.
But how do we deal with it? Most times, in most situations, it’s just easier to escape or ignore it. Sometimes it may serve our purpose to jump on the bullshit bandwagon and spread it. But given the overwhelming evidence of where bullshit has led us in the recent past, we all should be finding our voice to call bullshit on bullshit.