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

Talented marketers understand that the prospect is ultimately telling himself the lie, so allowing him (and the rest of the target audience) to draw his own conclusions is far more effective than just announcing the punch line.

consumers are complicit in marketing.

Kiehl’s customers are measuring the price paid compared to the experience of purchasing and the way that using the product makes them feel,

These superstitious iPod owners, though, had made a decision about what their player liked (and what it didn’t like). They gave the machine a personality.

Not the middle of the curve, but those who are incensed and focused and care deeply about only one issue.

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.

The problem is that once a consumer has bought someone else’s story and believes that lie, persuading the consumer to switch is the same as persuading him to admit he was wrong. And people hate admitting that they’re wrong.

There are a million markets, each filled with people who share a worldview.