All Marketers Are Liars 125-132

126 The alternative strategy is to find a different community, with a different worldview that wants to hear a different story.

I’m asking you to invent an entirely new story that is framed around the worldview of an underserved community.

But it’s also certain that addressing the community of your dominant competitor is going to fail.

132 The only stories that work, the only stories with impact, the only stories that spread are the “I can’t believe that!” stories. These are the stories that aren’t just repeatable: these are the stories that demand to be repeated.

It’s no accident that the marketers who understand how to tell stories consistently create purple cows.