All Marketers Are Liars 100-105

103 For the last decade, I’ve been writing about treating consumers with respect, about transparency and creating things worth talking about.

104 If your idea is good, it’ll spread.
The public demands that you tell them a story. The story is part of the product or service that they buy—in many cases, the story is what people set out to buy. But at the core of a story is the thing, the real thing, the essence of what you’ve built. And if you try to build on a rotten core, you’ll succeed for a bit but then you’ll lose.

105 The good news is clear; authentic marketing, from one human to another, is extremely powerful. Telling a story authentically, creating a product or service that actually does what you say it will leads to a different sort of endgame. The marketer wins and so do her customers. A story that works combined with authenticity and minimized side effects builds a brand (and a business) for the ages.