All Marketers Are Liars/Godin 11-18

14 In other words, it wasn’t Kiehl doing the marketing---it was his customers. Kiehl’s told a story, and the customer told the lie to themselves and to their friends.

…consumers are complicit in marketing. Consumers believe stories. Without this belief, there is no marketing. A marketer can spend plenty on promoting a product, but less consumers are actively engaged in believing the story, nothing happens.

15 Successful marketers are just the providers of stories that consumers choose to believe.

16…the only way your idea will spread is if you tell the truth.

This is what makes it all work: a complete dedication to and embrace of your story.

I believe marketing is the most powerful force available to people who want to make change.

17 Marketing is about spreading ideas, and spreading ideas is the single most important output of our civilization.

18 When it comes time to invest, it’s pretty clear that spreading the ideas behind the medicine is more important than inventing the medicine itself.