All Marketers Are Liars/Godin 8-11

Great stories happen fast. Great stories match the voice the consumer’s worldview was seeking, and they sync right up with her expectations.

Great stories don’t appeal to logic, but they often appeal to our senses.

Great stories are rarely aimed at everyone.

Great stories don’t contradict themselves.

11 And most of all, great stories agree with our worldview. The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure when reminded how right they were I the first place.