Truth is his company's Unique Selling Proposition, its market niche, its core competency, its brand value.
His company's USP, its niche and brand value was the truth.
His company's core competency and brand value lay in deception.
A street worker works on the concrete
The main house is accessible to anyone.
People work out in the hotel's fitness center.
Decreased alcohol intake might not be as important as other factors.
A man is looking at buildings in the distance.
This man is outside.