Gibson's Law

There’s a truism in the world of public relations that, “For every PhD, there’s an equal and opposite PhD.”

In practice, this means that while your competition might have experts that say their product or ideology or politician is the best, it’s possible to find your own expert to say the same about whatever it is you’re attempting to sell the public.

So nine out of ten dentists might recommend one brand of toothpaste, but if you conduct your own surveys in the right way, you can find nine dentists in a group of ten who will say the same about the one you’re trying to sell.

One scientist or teacher or priest might support your opponent for mayor, but there’s a good chance, if you look around, you can find a scientist or teacher or priest who will say the same about you and your candidacy.