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We believe that wine tastes better in a 20-dollars glass than a 1-dollar glass. We believe that 125-dollars sneakers make our feet feel better — and look cooler — than a 25-dollars brand. And believing it makes it true. As Seth Godin explains, great marketers don’t talk about features or even benefits. Instead, they tell a story — a story we want to believe, whether it’s factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories. Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod. But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That’s a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians. All marketers are storytellers. Only the losers are liars.