A quote from this article by Guy Kawasaki about Steve Jobs:
This experience taught me that you should tell the truth and worry less about the consequences for three reasons:
1) Telling the truth is a test of your character and intelligence. You need strength to tell the truth and intelligence to recognize what is true.
2) People yearn for the truth—that is, telling people that their product is good just to be positive doesn’t help them improve it.
3) There’s only one truth, so it’s easier to be consistent if you’re honest. If you are dishonest, you have to keep track of what you said.
If you’ve never heard of the term DICEE, it was coined by Guy Kawasaki. Mr. Kawasaki was a developer evangelist for the original Macintosh team in the 1980s, and used the term in at least one subsequent book to refer to great products.
“DICEE” is an acronym that stands for Deep, Indulgent, Complete, Elegant, and Emotive: