Spin

For a look at spin in obvious action, see: http://www.compusmart.ab.ca/snotley/iscari.gif (This is a ``Bob the Angry Flower'' comic strip).

An entire paper can be written about spin, and probably has been. The essence of spin is distraction. Spin can be summarized as such:

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Make some other party seem like the one that has the problem (i.e. it's all their fault, not ours),

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Emphasize your strengths

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Present your weaknesses such that they present the appearance of strength.

A less obvious example of spin is to read the press releases on www.microsoft.com regarding their troubles with the Department of Justice. Please read them with an analytical bent of mind, for they are masterpieces of spin. They present all three aspects of the above in a very subtle way. Note how Netscape and the DOJ are the parties demonized, how every piece of pro-Microsoft evidence is emphasized, and every piece of anti-Microsoft evidence is either presented in a poor light (i.e. spin principle #1), such as ``just Netscape trying to entrap us'', or is made to seem like it supports Microsoft's case.

Remember, spin must appear sincere and must be subtle. Spin is most helpful with dealing with FUD#1 (where actual weaknesses in your product are exaggerated). Thus, for example, if the FUD is ``Linux support providers are small'', the counter-spin could be ``You're right, they provide individual attention and have real motivation to help you, unlike company X, where if you don't like their support there's no competitors to go to.''