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

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

were believing the lie and sharing it with others. Not because it did anything for their teeth. Because it made them feel good.

we can tell at a glance if there’s a new brand of beer at the market or if the mail-man got a haircut.

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

If your story is easy to spread, and if those you converted believe that it’s worth spreading, it will.

First Toyota chose to tell a story. Then the engineers built that story into the car.

Marketing succeeds when it taps into an audience of people who share a worldview—a

“If I knew what you know, would I choose to buy what you sell?” and “After I’ve used this and experienced it, will I be glad I believed the story or will I feel ripped off?”

A frame, in other words, is a way you hang a story on to a consumer’s existing worldview.