All Marketers are Liars: The Underground Classic That Explains How Marketing Really Works--and Why Authenticity Is the Best Marketing of All

if your goal is to feel powerful and demonstrate that power to other people, this SUV does exactly what it’s supposed to do. It gives you a story you can believe, a lie you can tell yourself every time you see the car.

I think that once people find a remarkable lie that will benefit them if it spreads, they selfishly tell the lie to others, embellishing it along the way.

we decide before the surgery whether we’ll sue if anything goes wrong.

Worldview is the term I use to refer to the rules, values, beliefs and biases that an individual consumer brings to a situation.

This is why permission marketing is so effective—you reach people who have a worldview that the messages you promise to send them are a valuable part of their lives.

Remember, though, that the story that gets told is dependent on the worldview the consumer brings to the table. Occasionally a product is so powerful it can change our worldview. But don’t count on it.

There are only two things that separate success from failure in most organizations today: 1. Invent stuff worth talking about. 2. Tell stories about what you’ve invented. Make up great stories. That’s the new motto.

We’re constantly scanning the world around us for changes.

Frames are the words and images and interactions that reinforce a bias someone is already feeling.