According to Seth Godin, marketers tell the story in the context of the lie that consumers and professionals believe. Ultimately, Godin argues, the work of a marketer is to shift with the changing worldviews to shape the stories of products and services making brands relevant and appealing.
All Marketers Tell Stories contains an interesting series of lessons and examples in a fast paced, provocative style with a much improved title. Seth Godin continues to be a key thought leader in the world of consumer marketing. You can find his writing, books and blogging on his website which is one of the top 25 blogs on the world wide web. No small feat.
If you are interested in familiarizing yourself with Seth's ideas around worldview, the consumer mindset, success, failure, and the essential components of creating and building brand story, then this is a must read. One example of worldview I really relate to is "organics is healthier and better for the planet". The lie he suggests we tell ourselves is that while we don't know for sure if "organics" will save the planet and taste better, we believe we are doing the right thing by making purchases that align with our values of caring and doing good. Marketers then position products based on this worldview and wow, organics is now a billion dollar business and the driving force behind Whole Foods.
My favorite part besides tapping into the consumer worldview, was the chapter on failure. "Often failure goes unexplained." No kidding. We tend to hear about the overnights success (that actually took much longer than one might believe) but not the key reasons why a business or product failed. The key message is if you tell the wrong story, the wrong way, you loose.
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