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

by Seth Godin

There are four reasons why your new release failed: 1. No one noticed it. 2. People noticed it but decided they didn’t want to try it. 3. People tried it but decided not to keep using it. 4. People liked it but didn’t tell their friends.