Your call is important to us,” the IVR repeats every 30 seconds for the next 30 minutes.

You know it’s a lie, or the call would be answered sooner.

So you wait and you fume and the interaction is doomed before it even begins.

Don’t tell us, show us.

Of course, it’s not just call centres who spin these insincere statements.

My family is my highest priority,” says the person who works 60 hour weeks and is never home for dinner.

I’m passionate about self-development,” says the person who hasn’t read a book in years.

I’m saving for a deposit to buy a home,” says the person who just has to purchase the latest expensive designer shoes.

Yeah, right.

Don’t tell us, show us.