Zola said, “If you shut up truth and bury it… it will but grow, and gather to itself such explosive power that the day it bursts through it will blow up everything in its way.” This is true in both research and life. In my work with scores of Fortune 500 companies I have observed brand team after brand team cleaving to dearly held myths about their points of superiority, the desirability of their new concepts, and the inevitability of their success. The role of research must be to bring forward the light of truth, regardless of how it will be received.