All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World
Seth Godin · ★★★★☆ · 208 pages · 2005
Godin thesis is that marketing is telling a story that the consumer believes. We as consumers buy certain things not because there is an inherent need for that item but because we have been made to feel and believe a story that is being sold to us. When we buy an Apple item we believe the story of immaculate design and melting of technology and art, the story that Apple tells us, but we disregard the part where the conditions in which those items are made is subpar. We believe the a story when we go into a Starbucks, when we drink Coke over Pepsi, and even what kind of motor oil we buy. What Godin states is that a lot of these companies can charge a premium for their items because we as consumers have been foiled into their story and are willing to pay the price so we may have the experience.