The headline is not the crisis. It never is.
8 Aug 2026 · 0 min
0:27
Molly McPherson warns that press coverage masks the real problem: when what a brand promises doesn't match what it actually delivers. Headlines are symptoms, not the disease.
Molly McPherson warns that press coverage masks the real problem: when what a brand promises doesn't match what it actually delivers. Headlines are symptoms, not the disease.
And the more press that you get, the more publicity. And then when you launch something with that, whether it's a book or a membership, then the money comes. And that's where the rub is. So when the brand's promise drifts from the brand's reality, the problem lies in that gap. The headline in the New York Times is not the crisis. That's the front-facing crisis. The headline is when you find out about the crisis that was there.
