All Marketers are Liars (Tell Stories)

Seth Godin's book on marketing holds that all marketers tell stories, and that when they tell them well, people believe them: wine tastes better from an expensive glass, and a Porsche seems far superior to a Volkswagen that is nearly the same car. Great marketers, he argues, sell a story that fits a customer's worldview rather than features or benefits, and in a world of endless choice every organization is a marketer. He warns that inauthentic stories turn a fib into fraud. Examples include the Goodyear Blimp, organic products and Cold Stone. Godin admits the title is itself a lie, since marketers are really storytellers. Fortune serialized it before publication.

Fast Company founder Alan Webber endorsed it, remarking that the world would have to invent Seth Godin if he did not already exist.