All Marketers Are Liars/Godin 25-30

29 Making isn’t hard any more.

And the end of the curve, the place where you actually tell your stories and authentically live up to what you say you’re going to do—that’s where the leverage is now. The right side of the curve, where you take something people may or may not need and turn it into something they definitely want—that’s where the money is.

There are only two things that separate success from failure in most organizations today:
Invent stuff worth talking about.
Tell stories about what you’ve invented.

Make up great stories. That’s the new motto. This is urgent

What’s difficult—really difficult—is figuring out what’s worth making and then telling a story about it.

30 The organization that succeed realize that offering a remarkable product with a great story is more important and more profitable than doing what everyone else is doing just a bit better.
On a personal level, your resume should be about inventing remarkable things and telling stories that register—not about how good you are at meeting specs.