Every day we tell ourselves stories about the world. They might be true or they might be false, but nevertheless we believe them. We live in an age where every business must have a story to tell its customers. Because if it doesn't, very soon it will have no customers at all. In "All Marketers Are Liars" Seth Godin uses dozens of examples to show us that the most successful stories aren't necessarily the most truthful but are usually the most compelling and plausible. That means they are believed by those who tell them. Which means they are believed by those who listen to them. And that means they get passed on ...and on. How good is your story?
First published 2005.
Seth Godin is the author of seven books that have been bestsellers around the world and have been translated into more than fifteen languages. He's been featured in the Wall Street Journal, Forbes, Fortune, Fast Company and Business Week. Godin was singled out by Successful Meetings Magazine as one of twenty-one top speakers for the twenty-first century. Before All Marketers Are Liars, Godin wrote Free Prize Inside!, which Forbes picked as one of its books of the year (as did Fast Company). He is also the author of Purple Cow, the bestselling marketing book of the decade, and Permission Marketing.