Your Phone Taught You to Trust Nothing. Justin Willman Fills Theaters by Fooling You Honestly
A week before Justin Willman sat down with me for Behind the Brand, a stranger cornered him with a theory about his career. The man kept pushing one idea. "Come on, you do this just to make people feel stupid, right?"
Willman didn't get the logic. He has fooled people for a living since he was a teenager. Then he traced the idea back to the source.
"Our constant feed is something the other people are wrong, you're the smart one, you are the only sane one in this group," he told me. "And we're all being told that."
Magic runs the other direction. "It makes you feel like an untainted human again," he said. "You don't know everything. And we don't. But we like to be told we do, and our phones help us think we know everything."
His answer holds a lesson for every marketer fighting for attention on a screen.
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