All Marketers Are Liars/Godin 41-46

42 Speaking respectfully to a person’s worldview is the price of entry to get their attention.

A frame is your first step in telling a persuasive story.

…I believe the best marketing stories are told (and sold) with frames but ultimately spread to people who are open to being convinced of something brand-new.

44 You’re more likely to succeed as long as you avoid winner-take-all contests.

It’s not enough to find a niche that shares a worldview. That niche has to be ready and able to influence a large group of their friends.

46 Four things make General Mills’ response (to Atkins) likely to work: First, they did it quickly, so they stood out by being first. Second, the cereal still tastes great. And third, they leveraged the stories that have worked for so long (“magically delicious!) to give the new story weight. Finally, and the most important, the new frame they are hanging around their old brands will find a large audience that shares the low-carb worldview