Everybody knows about spin. It's about telling a story, fact or fiction, in such a way that it reflects favorably on its originator. PR and advertising types are hired to tell stories better, the thought being that professional storytellers (spinners) can tell a client's story better than the client. For the most part, that's true. But having a better story to tell is another matter, altogether. If spin takes over the story and what is portrayed is just an embellishment of a poor story at best, nobody wins. Not the client. Not the reader. Too many (and one is too many) clients want to improve how the story is told without doing what is needed to have a better story to tell. Before deciding how a story can be spun, ask yourself and your storytellers if the story is a good enough reflection on you, your product, your service to be told in any light, with any nuances and to anyone who you think should hear it.