All Marketers Are Liars 46-53

47 As a marketer, you can no longer force people to pay attention.

48 People don’t want to change their worldview. They like it, they embrace it and they want it to be reinforced.

Venacular you use become astonishingly important. The words, colors, typeface, images, media, packaging, pricing—all the ways you can possibly color your story—become far more important than the story itself.

51 Well the difference between early adopters and the mass market is actually one of worldview with a different name.

Crossing the Chasm. A big part of succeeding with stories is realizing that so many categories work the same way. The mistake is to assume that there’s only one product adoption life cycle curve, that the only worldview that matters is a person’s likelihood to accept a new technology.
53 A world view is the lens used to look at every decision a person is asked to make.