All Marketers Are Liars 105-115

108 If I knew what you know, would I choose to buy what you sell?

110 Belief in the lie must not ultimately harm the consumer because if it does, you’ll run out of consumers and credibility far too soon.

110 Telling people that they’ve believed a lie for a long time is no way to make friends.

113 You don’t get to make up the story. The story happens with or without you.

114 But when a human being works with the consumer and takes independent action on her behalf, something changes.

Sometimes the interactions are nasty or rushed or even selfish. But when they’re genuine, they have an impact.

The goal of every marketer is to create a purple cow, a product or experience so remarkable that people feel compelled to talk about it. Remarkable goods and services help ideas spread—not hype-filled advertising.

If you can build your entire organization around delivering a particular story, you’ve dramatically increased the chances that this story will actually get told.