All Marketers Are Liars 151-end

152 Nothing is static. Nothing stays the way it was. And everything you build or design or market is going to change the marketplace.

157 You’ve probably figured out that this book is about the story you tell to other people. But before you can tell a story to someone else, you’ve got to tell one to yourself. The lie a consumer tells himself is the nucleus at the center of any successful marketing effort.