I have had a friend for 30 years who is great to be around, the real life of the party. However, you can’t believe a thing he tells you. Despite this fact, we like him a lot and enjoy his company. Lying is not excellent behavior, but everyone does it. From white lies to spare feelings to great big whoppers that deceive people for ulterior motives, lying is a part of life and, unfortunately, Customer Experiences.

As we discussed on a recent podcast, lying has a few different types because people lie to others but then also lie to themselves. Nir Eyal, author, consultant, and investor, created a two-by-two framework into different lying categories. On one axis, you can see two different audiences, other people or yourself. On the other axis, you can lie about facts or your values. This framework creates the four types of liars: deceitful, delusional, duplicitous, and demoralized, depending on who they are lying to and what they are lying about. The idea of dividing different types of deceptions helps us understand why people lie and when people lie.

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