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

people to work with. If you look around you, you’ll notice that the most powerful brand storytelling leverages the power of absurdity, illogicality, costliness, inefficiency and nonsensicality, because convention, similarity and rationality, for all their usefulness, convey no message about who you are and who you aren’t. ‘Meaning is conveyed by th

The first step is to invent a thing worth making, with a story worth telling, and a contribution worth talking about. The second step is to design and build it in a way that a few people will particularly benefit from and care about. The third step is to tell a story that matches the built-in narrative and dreams of that tiny group of people, the s

Your fabulous, worthy, well-thought-out ideas might have logical foundations, but logic is not what will convince people to rally to your cause or click the “Buy Now” button.