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

I don’t care what your politics are—if you’re a talented marketer, you can see the problems here. The story a marketer uses must be a good one, a story based on some version of reality. Belief in the lie must not ultimately harm the consumer because if it does, you’ll run out of consumers and credibility far too soon.