David Yelland

Now, how did that happen?

Why did it happen?

And let's talk about it.

Imagine this.

In the corporate world that Sam and I talk about week in, week out, somebody says, what I'm going to do is I'm going to create an environment where your reputation is trashed so badly and the public think you do such terrible, awful things that when...

You announce something, or in the case of Sean Combs, that by the time the jury get in the jury room, what they see before them, the evidence they have in front of them, the decisions they have to make, are based on accusations which are nothing compared to what they thought before.

If you look at the world at the moment, there are many people, and one of them would be the President of the United States, who benefit hugely from saying or allowing the public to think things about them, which when it comes down to it, the truth is not quite as bad.

The truth might be terrible, but if it's not quite as bad as the truth that you thought, then there's a PR benefit there.

In fact, there's a PR massive victory there for people either in courtrooms or in the courts of public opinion.

But it came up in court, though.

So they said these things in court.

And he was convicted on two charges.

You know what?

I don't think anything's normal anymore.

I think things are changing so, so fast that nothing is normal anymore.

And we used to have this phrase, the new normal.

Even that is old fashioned now.

Look, if we're looking for a new blueprint and what we're talking about, is there a new blueprint for moving public opinion?

That's what we're talking about here.

We used to think, when I was sort of growing up in the media industry, we used to think that people had good reputations and people had bad reputations.