All Marketers Are Liars/Godin 1-8

1Either you’re going to tell stories that spread, or you will become irrelevant.

2 Stories make it easier to understand the world.

3…people believe it should

6 …people…They buy a story

7 Marketers profit because consumers buy what they want, not what they need. Needs are practical and objective, wants are irrational and subjective. And no matter what you sell—and whether you sell it to business or consumers—the path to profitable growth is in satisfying wants, not needs. (Of course, your product must really satisfy those wants, not just pretend to!)

People believe stories because they are compelling.