Catchy Headlines Quotes

Its catchy headlines were sheer propaganda, reminiscent of those run by the Communist mouthpieces of erstwhile East Germany.

Everywhere you look with this young lady, there’s a purity of motivation,” Shultz told him. “I mean she really is trying to make the world better, and this is her way of doing it.” Mattis went out of his way to praise her integrity. “She has probably one of the most mature and well-honed sense of ethics—personal ethics, managerial ethics, business ethics, medical ethics that I’ve ever heard articulated,” the retired general gushed. Parloff didn’t end up using those quotes in his article, but the ringing endorsements he heard in interview after interview from the luminaries on Theranos’s board gave him confidence that Elizabeth was the real deal. He also liked to think of himself as a pretty good judge of character. After all, he’d dealt with his share of dishonest people over the years, having worked in a prison during law school and later writing at length about such fraudsters as the carpet-cleaning entrepreneur Barry Minkow and the lawyer Marc Dreier, both of whom went to prison for masterminding Ponzi schemes. Sure, Elizabeth had a secretive streak when it came to discussing certain specifics about her company, but he found her for the most part to be genuine and sincere. Since his angle was no longer the patent case, he didn’t bother to reach out to the Fuiszes. — WHEN PARLOFF’S COVER STORY was published in the June 12, 2014, issue of Fortune, it vaulted Elizabeth to instant stardom. Her Journal interview had gotten some notice and there had also been a piece in Wired, but there was nothing like a magazine cover to grab people’s attention. Especially when that cover featured an attractive young woman wearing a black turtleneck, dark mascara around her piercing blue eyes, and bright red lipstick next to the catchy headline “THIS CEO IS OUT FOR BLOOD.” The story disclosed Theranos’s valuation for the first time as well as the fact that Elizabeth owned more than half of the company. There was also the now-familiar comparison to Steve Jobs and Bill Gates. This time it came not from George Shultz but from her old Stanford professor Channing Robertson. (Had Parloff read Robertson’s testimony in the Fuisz trial, he would have learned that Theranos was paying him $500,000 a year, ostensibly as a consultant.) Parloff also included a passage about Elizabeth’s phobia of needles—a detail that would be repeated over and over in the ensuing flurry of coverage his story unleashed and become central to her myth. When the editors at Forbes saw the Fortune article, they immediately assigned reporters to confirm the company’s valuation and the size of Elizabeth’s ownership stake and ran a story about her in their next issue. Under the headline “Bloody Amazing,” the article pronounced her “the youngest woman to become a self-made billionaire.” Two months later, she graced one of the covers of the magazine’s annual Forbes 400 issue on the richest people in America. More fawning stories followed in USA Today, Inc., Fast Company, and Glamour, along with segments on NPR, Fox Business, CNBC, CNN, and CBS News. With the explosion of media coverage came invitations to numerous conferences and a cascade of accolades. Elizabeth became the youngest person to win the Horatio Alger Award. Time magazine named her one of the one hundred most influential people in the world. President Obama appointed her a U.S. ambassador for global entrepreneurship, and Harvard Medical School invited her to join its prestigious board of fellows.

But ‘Top 10 by 2010’ was simple and clear and very catchy. The more we looked at it, the more we liked the sound of it. This simple message would be the driving force behind TCS and the motivator for each of its employees. While we embraced this vision internally, we had not yet announced it publicly. But the media had got wind of it and we got our first taste of the ways of journalists and their love for headlines (by then we were public). They chose to interpret ‘10 x 10’ as $10 billion by 2010, an inaccuracy that we had to quickly correct.

few seconds to capture eyeballs with a catchy headline. It’s true that complexity doesn’t always make for good sound bites, but it does seed great conversations.

A random check of the ombudsmen appointed at the centre, or states, indicates that a majority are retired persons from the judiciary or the administrative services. It can safely be assured that these appointees had not caused any inconveniences to the appointing government during their service, and managed the media by doling out catchy phrases and dramatic headlines, not necessarily reflecting the truth. Recall the corruption of the former minister for telecommunications, Sukhram. Has anyone discovered till date how and why N. Vittal, his secretary, failed to prevent his minister from indulging in corrupt practices? Subsequently, the same Vittal was appointed as central vigilance commissioner.