Are you or your organization, company or political candidate looking for a “message”? Are you feeling the need to “get the message out”? Are you sitting around in meetings, facing a crisis or problem, asking, “what’s our message?”

Well, stop it.

There is no discernable market among human beings — employees, customers, the public — for “messages.” Nobody is looking or hungry for messages. People want the truth.

People want a relationship. They want to be talked to honestly, with humility and without agenda or “spin.”

Organizations love the illusion of control. Crafting a “message” implies you have control over what people will think and how they’ll react. You don’t. The only control you have is whether or not you’re honest, humble, love or care about people, and whether or not you’re living your values, beliefs and your mission.

The worst message is half a truth.