If the book were titled, All Marketers Are Storytellers, would you consider looking at it? Godin brought up this point in the book and it clearly explained what he means by “liars.” Of course, he didn’t insult marketers as he belongs in that category. But “storytellers” would be nothing new.

Though he didn’t use “storytellers,” the book addresses how to use stories to help the business succeed. The book grabbed me at the start, but then it got slow in different parts. What I appreciated most were the examples of storytelling or “fibbing.” Godin did point out that fibbing doesn’t mean the same thing as fraud. He provided two examples. Can you tell which Godin identifies as a fib and which is fraud?

• A wine glass maker claims wine tastes better in his glasses.
• A company says you can call anytime to hear the president of the company’s voice and the voice introduces himself as such. It turns out the voice is an actor as the president died over 50 years ago.

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