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 believe marketing is the most powerful force available to people who want to make change. And with that power comes responsibility. We (anyone with the ability to tell a story—online, in print or to the people in our communities) have the ability to change things more dramatically than ever before in history. Marketers have the leverage to generate huge impact in less time—and with less money—than ever before.