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

As bikers aged, their worldview changed and so did the successful stories.

Marketing is about spreading ideas, and spreading ideas is the single most important output of our civilization.

Authenticity is more important than getting noticed.

You’ll understand (perhaps for the first time) that there is a complete disconnect between observable reality and the lies we tell ourselves.

The mass market is dead. Instead we are faced with collections of individuals.

It’s not enough to find a niche that shares a worldview. That niche has to be ready and able to influence a large group of their friends.

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.

prostitute=commercial sex worker nonbelievers=the unchurched lying on a job application=résumé enhancement police clubs=batons porn star=adult entertainer room service=private dining nightclub=party space fat lady=big woman committee=task force maid=room attendant

We make a guess about what works, and focus our attention on how often we’re right (and forget how often we’re wrong).