Gotthold Ephraim Lessing (1729-81) was one of the great figures of the European Enlightenment.
Which means he preferred truth over superstition.
Lessing's big idea was that Absolute Truth (with a capital T) is all well and good as an ideal for scientists (or God). It really helps to be absolutely true (i.e. accurate) when trying to land a space ship on Mars.
But human truth (with a small t) was more multiple and prone to interpretation.
Lessing felt human beings could not live day to day with Absolute Truth as a focus.
(For example, sometimes it makes sense not to point out what you really think of someone!)
And as human beings we often find ourselves in situations where different people have different and competing ideas of the truth. Agreement and mutual understanding is as important to move things forward as a 'winner' who possesses the Absolute Truth. (Though there are times that can be helpful too).
For Lessing, the key to regular human truth (with a small 't') is the journey to understanding (or verstehen in German).
Real human-level truth was an accumulation of understanding ... by which he meant a broader sense of perspective. It was not a 'fixed point' but more of a journey. The journey is the destination as it were.
Which brings to mind a recent award winning APG* case study by Proximity London.
The case study is available on WARC so we won't go into the detail.
In summary the strategy was simple:
"People who read the Economist love the truth".
The really clever bit was that they focussed on truth-seekers not Truth-seekers.
By which they meant reading the Economist is about journey towards the higher truth of human understanding.
In theory that journey should be a lifelong affair.
And while the Economist does a nice turn on Absolute Truth it helps to be associated with a higher human purpose as well.
Really nice work.