All Marketers Are Liars 88-90

89 If a consumer figures something out or discovers it on her own, she’s a thousand times more likely to believe it than if it’s just something you claim.

In order to be believed, you must present enough of a change that the consumer chooses to notice it. But then you have to tell a story, not a lecture.

The process of discovery is more powerful that being told the right answer—because of course there is no right answer, and because even if there were, the consumer wouldn’t believe you!

90 Expectations are the engine of our perceptions.

…each element is at least as important as the item itself.