As a copywriter, I've never been into spin. I’m viscerally allergic to it. The greatest campaigns in advertising history artfully pull through the benefit, while removing barriers to purchase; they never make things up. 

My secret philosophy is this: stories are the operating system of the human universe. Memories, traditions, myths, money, history books, brands: most of life is probably people negotiating to carve out a space between the stories they tell themselves and the ones the world would like to tell for them.