Might Makes Right: A For Immediate Release Excerpt

A brand's identity comes from the problem it solves, not from what it says about itself, and the people who run a brand should never believe their own publicity. This excerpt from Chapter 1 of For Immediate Release by Ronn Torossian makes both points, using the U.S. military as a brand and a rule attributed to singer Leif Garrett.

What does "Might Makes Right" say about the U.S. military as a brand?

"Might Makes Right" says the U.S. military would be a stronger brand if it promoted the problems it solves through real people. The passage from Chapter 1 follows.

The United States military is a brand that could do better by addressing the problems it solves. Granted, the military faces an uphill battle because so much of the media is anti-military. However, in other countries the military is a strong brand with positive public and media portrayal. We're not passionately positive about the military in this country; it often seems as if the only stories we read about in terms of the military are controversies, scandals, or mistakes made.

Yes, the press is predisposed to (and very good at) highlighting hot-button issues, but does the military try hard enough to counter what are largely negative reports? How many positive military stories do you remember reading recently? How many can you recall seeing on the news? How many military figures can you even name? Only a couple may come to mind. David Petraeus? Norman Schwarzkopf? Who else can you think of in less than 15 seconds?

What frame does the book propose?

The book proposes that a brand name the problem it solves and promote the solution through real people the public can identify with.

The military solves a problem and provides a solution to our security. Promote that solution through real people with whom everyone can identify. The American military is the people's military. It's Jessica from New Hampshire, John from Florida, David from Wisconsin. Put those people on television and let them talk to the media. When it's Thanksgiving, offer stations across the U.S. interviews with local heroes.

Obviously the young soldiers who make up the rank-and-file troops can't and shouldn't talk policy. They can have a conversation about why they enlisted and what they do for the United States. Once real military men and women become familiar on a personal level, even the most hardened reporter can't help but be empathetic. Such a campaign would show the military solving problems that go beyond war and conflict: they help poor people all over the world, rebuild infrastructure domestically and in foreign lands. It would promote the idea of the military as an organization of your peers, fellow citizens, and neighbors.

The structural lesson runs through the book: identify a problem your business can solve, and promote that solution through named people at scale and over time. Authority comes from demonstration, not from claims.

What is the Leif Garrett rule?

The Leif Garrett rule is the advice not to believe your own publicity, because you will start thinking you are better than you are.

The chapter closes with this thought. It says that when you are tempted to believe flattering coverage, you should stop before swallowing it whole. It cites Garrett, the singer and former teen idol:

"Don't believe your own publicity. You can't; you'll start thinking that you're better than you are."

Even if the coverage is all true, the book says, getting caught up in the thrill means you have taken your eye off the ball. Treat coverage as fuel for the next move, not as a verdict on the last one.

How do these ideas apply to AI answers?

These ideas apply to AI answers because engines such as ChatGPT, Perplexity and Google AI Overviews summarize what named people and independent sources have said about a brand.

A brand that has real people describing real outcomes in published pages gives an engine concrete material to summarize. A brand that has only its own adjectives gives it less. The Leif Garrett rule also carries over: engines can summarize critical coverage next to flattering coverage, so a founder who ignores the critical record is working from an incomplete picture. Search your own name and brand in each engine, and read the critical lines first.

Where can I continue reading?

Related pages are Part 1: Moving People, Shifting Minds, Part 2: Know Your Own Reality and Part 3: Talk Isn't Cheap, It's Undervalued. The For Immediate Release book hub lists all ten chapters and where to buy the book.

Originally published December 2012. Last updated October 8, 2026.

What does "Might Makes Right" say about the U.S. military as a brand?

"Might Makes Right" says the U.S. military would be a stronger brand if it promoted the problems it solves through real people. The passage from Chapter 1 follows.

The United States military is a brand that could do better by addressing the problems it solves. Granted, the military faces an uphill battle because so much of the media is anti-military. However, in other countries the military is a strong brand with positive public and media portrayal. We're not passionately positive about the military in this country; it often seems as if the only stories we read about in terms of the military are controversies, scandals, or mistakes made.

Yes, the press is predisposed to (and very good at) highlighting hot-button issues, but does the military try hard enough to counter what are largely negative reports? How many positive military stories do you remember reading recently? How many can you recall seeing on the news? How many military figures can you even name? Only a couple may come to mind. David Petraeus? Norman Schwarzkopf? Who else can you think of in less than 15 seconds?

What frame does the book propose?

The book proposes that a brand name the problem it solves and promote the solution through real people the public can identify with.

The military solves a problem and provides a solution to our security. Promote that solution through real people with whom everyone can identify. The American military is the people's military. It's Jessica from New Hampshire, John from Florida, David from Wisconsin. Put those people on television and let them talk to the media. When it's Thanksgiving, offer stations across the U.S. interviews with local heroes.

Obviously the young soldiers who make up the rank-and-file troops can't and shouldn't talk policy. They can have a conversation about why they enlisted and what they do for the United States. Once real military men and women become familiar on a personal level, even the most hardened reporter can't help but be empathetic. Such a campaign would show the military solving problems that go beyond war and conflict: they help poor people all over the world, rebuild infrastructure domestically and in foreign lands. It would promote the idea of the military as an organization of your peers, fellow citizens, and neighbors.

What is the Leif Garrett rule?

The Leif Garrett rule is the advice not to believe your own publicity, because you will start thinking you are better than you are.

The chapter closes with this thought. It says that when you are tempted to believe flattering coverage, you should stop before swallowing it whole. It cites Garrett, the singer and former teen idol:

"Don't believe your own publicity. You can't; you'll start thinking that you're better than you are."

How do these ideas apply to AI answers?

These ideas apply to AI answers because engines such as ChatGPT, Perplexity and Google AI Overviews summarize what named people and independent sources have said about a brand.