by Seth Godin
(The Power of Telling Authentic Stories in a Low-Trust World) With a title like that and Godin’s usual penchant for provocative writing, this book made for a great read. Early on he says that stories make it easier to understand the world. So what makes a great story? Truth and trust are key elements – you’ll find the rest on pages 9-11. Here’s the essence of Godin’s book: “Marketers aren’t liars. They’re just storytellers. It’s the consumers who are liars . . . Successful marketers are just the providers of stories that consumers choose to believe.” He’s clear this isn’t a book about lying; it’s a “book about telling (and living) the truth.” Here are some products that tell the truth, according to Godin: Fiji water, Riedel wine glasses, Avalon Organic Botanicals, Trek bicycles, Cold Stone ice cream, Toyota Prius. If you’re ready to challenge yourself, this is the book for you.