Dany Khosrovani tells the truth—truth in branding, marketing, and advertising. Founder in 2017 of The DKG Perspective, a consultancy for CEOs who are at crossroads, she previously spent decades at leading agencies including J. Walter Thompson, Bates Worldwide and Young & Rubicam, and her clients were top-tier companies. Oxford-trained, she shares a fresh and candid assessment of the need for a moral framework for museums, leadership challenges in the face of mounting public criticism of questionable business practices, shortcomings in addressing racial injustice, and the current wave of stated corporate concerns about issues like voter suppression. We touch on the “brands” of the UK and the US, and advice for museum directors and for corporate leaders, peppered with insights won over a brilliant career.