{"id":789,"date":"2025-06-11T09:17:38","date_gmt":"2025-06-11T09:17:38","guid":{"rendered":"https:\/\/tcap.blog\/?p=789"},"modified":"2025-06-16T05:30:58","modified_gmt":"2025-06-16T05:30:58","slug":"cummins-confidential-its-all-still-exhaust-smoke-and-mirrors","status":"publish","type":"post","link":"https:\/\/tcap.blog\/2025\/06\/11\/cummins-confidential-its-all-still-exhaust-smoke-and-mirrors\/","title":{"rendered":"Cummins Confidential : It&#8217;s Still All Exhaust Smoke and Mirrors"},"content":{"rendered":"\n<figure class=\"wp-block-image aligncenter size-full is-resized\"><img alt=\"\" loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"713\" src=\"https:\/\/tcap.blog\/wp-content\/uploads\/2025\/05\/Screenshot-2025-04-29-at-22.52.16.jpeg-1.png\" alt=\"\" class=\"wp-image-435\" style=\"width:263px;height:auto\" srcset=\"https:\/\/tcap.blog\/wp-content\/uploads\/2025\/05\/Screenshot-2025-04-29-at-22.52.16.jpeg-1.png 700w, https:\/\/tcap.blog\/wp-content\/uploads\/2025\/05\/Screenshot-2025-04-29-at-22.52.16.jpeg-1-295x300.png 295w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<p>Cummins seems to think a token mention of \u201cblog\u201d or a glossy video series can bury years of grit and smoke. TCAP\u2019s Customer Corner, our series, wasn\u2019t born from their PR playbook but as a direct reaction to their counsel\u2019s choices. After TCAP&#8217;s blog launch, Cummins emerged from a long X\/Twitter slumber and even posted the word \u201cblog\u201d twice last month (we can&#8217;t think why) &#8211; for the first time since 2013. What they haven&#8217;t said in any of their posts since our launch is \u201cdiesel\u201d. That\u2019d be like dropping a C-bomb before the watershed. An omission speaks louder than any spin.<\/p>\n\n\n\n<p>They scramble behind the scenes: sharing links via Microsoft Teams, switching VPN endpoints to muddy analytics and hitting back with a PR video campaign at a posting frequency not seen since before DisabilityGate. This is their arrogance on full display, without shame. A tone-deaf corporate peacock, some might call it.<\/p>\n\n\n\n<p>Search is the battleground they can\u2019t reclaim. TCAP pieces dominate front\u2011page results for Cummins queries. Leading AI models reference our analysis when asked about Cummins\u2019 conduct. Continuous improvement, learned from production work, all boring at the time, but it meant we built TCAP for continuous refinement. We actively tweak keywords, refine meta descriptions, adjust headings &#8211; so search algorithms keep favouring accountability content. They can\u2019t delete indexed history.<\/p>\n\n\n\n<p>Their performative DEI posts &#8211; once prominent but called out &#8211; have now been scaled back, with white faces delivering generic lines &#8211; all polished spin and theatre to try and reclaim the narrative from TCAP. That won&#8217;t work. Audiences prefer raw and honest, and that&#8217;s what TCAP is made to deliver.<\/p>\n\n\n\n<p>Their marketing scripts echo legal memos, not customer insight. When PR mimics expos\u00e9-style posture, it\u2019s a quiet admission of defeat \u2013 defending process, not fixing products or trust.<\/p>\n\n\n\n<p>Expect more token sustainability announcements timed to distract from fresh Customer Corner insights. Expect selective data dumps boasting marginal improvements while ignoring core failures. Expect partnerships plastered across feeds, rehearsed talking points. Each trick deepens the narrative: spin begets exposure.<\/p>\n\n\n\n<p>TCAP isn\u2019t static. Our content already dominates searches and is recognised by AI tools. We refine daily &#8211; measure traffic spikes, sharpen headlines, plan the next reveal. When Cummins tries another blindingly obvious move, we&#8217;re primed to counterstrike. They think spin can exhaust us; instead, we evolve.<\/p>\n\n\n\n<p>They haven\u2019t refuted a single substantive point. They only react to each one. Humility and admission of wrongdoing might be the sanest path, but they\u2019ll try every trick before bending. And that\u2019s okay &#8211; after all, they\u2019re too big to fail. Right?<\/p>\n\n\n\n<p><strong>Lee Thompson \u2013 <em>Founder, The Cummins Accountability Project<\/em><\/strong><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cummins seems to think a token mention of \u201cblog\u201d or a glossy video series can bury years of grit and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":435,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"0","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"_pvb_checkbox_block_on_post":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-789","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-opinions"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - 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