It's time to embrace truth as our ally, as our weapon of choice in the game of life, business, and brand-building. In his book, "Selling the Truth: A 'Semoir' with Insights for Life & Business," brand transformer and humorist Hersh Rephun brings together two fundamental concepts — selling and being truthful in the process — exploring each in depth, with an acknowledgement of our imperfections. As Rephun explains, truth isn't just something we tell; it's what we embrace. He combines life lessons, business anecdotes (including some from his tenure as a standup comedian), and post-pandemic self-discovery to deliver a new paradigm for "selling the truth." In the process, Rephun introduces a new genre of business book: the semoir (or "semi-memoir"). He's not sharing his life story per se, but rather drawing on experiences or impressions that have provided him with insight into helping others properly present their personal brand voice, whether that voice is about their own personal image, a product, service, solution, or idea. One way or another, it all circles back to what is often ignored when pursuing success: reality.