Great marketers are great storytellers.
There’s a pretty big difference between building a case to support an argument, and seeking evidence in search of validity.
A common term for the former is ‘convenient reasoning’. It’s the deliberate selection of facts that support a case. It’s an essential skill in any organization, however, in general, if convincing evidence supports an alternative course of action that is more likely to be better, then that should be raised.
The distinction is important depending on which audience and what objective you’re seeking.
