You might have been told to keep a stiff upper lip in the face of criticism or ignore it and it will go away. So maybe there is a negative news story that featured your business or a few bad comments on a customer review site. “Well, it’s the internet,” you think to yourself, “Here today, gone tomorrow.

The next distraction will come along and it will be forgotten.” You recall that one celebrity scandal was discussed day and night on social media a few months ago, and now you strain to remember it. So you suppose the bad stories about your business or brand will disappear.


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