All Marketers Are Liars/Godin 35-41

36 To go to market without understanding your audience’s various worldview is like trying to pick a lock without bothering to notice whether it uses a key or a combination.

A worldview is not who you are. It’s what you believe. It’s you biases.
A worldview is not forever. It’s what the consumer believes right now.

Marketing succeeds when it taps into an audience of people who share a worldview—a worldview that makes that audience inclined to believe the story the marketer tells.

37 Worldview affects three things.
1) Attention
2) Bias
3) Vernacular

38 People clump together into common worldviews, and your job is to find a previously undiscovered clump and frame a story for those people.

40 It turns out that worldview thinking offers you a much bigger opportunity: the ability to find overlooked big markets by clumping together people with complementary worldviews.

41 A frame allows you to present an idea in a way that embraces the consumer’s worldview, not fights it.

Frames go to the heart of what marketing is today.

Frames are the words and images and interactions that reinforces a bias someone is already feeling.