There are only two weapons to fight FUD with. The first is the truth. The truth about your business, your products, your capabilities and most importantly about yourselves. You need to face, confront, accept and where necessary overcome (the limitations of) the truth
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| Krishna Kumar |
FUD the acronym for fear, uncertainty and doubt is a fairly common term in marketing circles, particularly in the IT industry. Creating FUD in the customers’ minds about competitors’ product is a more or less standard marketing gimmick used by vendors across industries, especially when they have nothing else to talk about.
If you pause to take a look at the state of the world right now, then there is no other word that describes it better than FUD. We are caught in a collective web of fear, uncertainty and doubt about everything out there – about the economy, about our financial institutions, about our stock markets, about our leaders and often enough about ourselves too.
In the world of marketing warfare, the FUD sometimes gets so furious and so believable enough to doom otherwise excellent products. The same thing is happening on a much larger scale all around us now. In the not too distant past we were a nation that believed in a great destiny waiting to happen. We believed that the future belonged to us. A year later, we are deep in the doldrums – not sure what the future holds; not sure how to outlast the tough times.
There are only two weapons to fight FUD with. The first is the truth. The truth about your business, your products, your capabilities and most importantly about yourselves. You need to face, confront, accept and where necessary overcome (the limitations of) the truth.
The second weapon is belief in yourselves and in your ability to fight and overcome the FUD around you. And that derives from the first weapon – knowing the truth.
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