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Seth Godin's three essential questions for every marketer: "What's your story?" "Will the people who need to hear this story believe it?" "Is it true?" All marketers tell stories. And if they do it right, we believe them. We believe that wine tastes better in a $20 glass than a $1 glass. We believe that an $80,000 Porsche is vastly superior to a $36,000 Volkswagen that's virtually the same car. We believe that $125 sneakers make our feet feel better--and look cooler--than a $25 brand. And believing it makes it true. As Seth Godin showed in this controversial book, great marketers don't talk about features or even benefits. Instead, they tell a story--a story we "want" to believe, whether it's factual or not. In a world where most people have an infinite number of choices and no time to make them, every organization is a marketer, and all marketing is about telling stories. Marketers succeed when they tell us a story that fits our worldview, a story that we intuitively embrace and then share with our friends. Think of the Dyson vacuum cleaner, or Fiji water, or the iPod. But beware: If your stories are inauthentic, you cross the line from fib to fraud. Marketers fail when they are selfish and scurrilous, when they abuse the tools of their trade and make the world worse. That's a lesson learned the hard way by telemarketers, cigarette companies, and sleazy politicians. But for the rest of us, it's time to embrace the power of the story. As Godin writes, "Stories make it easier to understand the world. Stories are the only way we know to spread an idea. Marketers didn't invent storytelling. They just perfected it."

In a labor of love, novice golfers and professionals alike take to the practice tee to pursue the most coveted element of the game: the perfect swing. But even with a wealth of pros to model your swing after, the secret of the swing remains elusive. Should you grasp the club with a neutral grip like Jack Nicklaus, or use a traditional Vardon grip like Nick Faldo? If only someone would compile the best elements of the pros' swings to show you how to master the techniques for yourself. Dr. Ralph Mann and Fred Griffin did, and Search Inside Yourself: Increase Productivity, Creativity and Happiness free download pdf now they're sharing the secrets in this groundbreaking book. Contributors include Kate Beaton, Kazu Kibuishi, Dav Pilkey, Raina Telgemeier, Doug TenNapel, Craig Thompson, Dan Santat, and more! Described by Noam Chomsky as 'a very important book', Guy Standing's The Precariat has achieved cult status as the first account of this emerging class of people, facing lives of insecurity, moving in and out of jobs that give little meaning to their lives. Guy Standing warns that the rapid growth of the precariat is producing instabilities in society. It is a dangerous class because it is internally divided, leading to the villainisation of migrants and other vulnerable groups. And, lacking agency, its members may be susceptible to the siren calls of political extremism. He argues for a new politics, in which redistribution and income security are reconfigured and in which the fears and aspirations of the precariat are made central to a progressive strategy. Since first publication of this book in 2011, the precariat has become an ever more significant global phenomenon, highly visible in the Occupy movement and in protest movements around the world. In a new preface Guy Standing discusses such developments - are they indicative of the emergence of a new collective spirit, or do they simply reveal the growing size and growing anger of this new class?

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Author: Seth Godin
Number of Pages: 220 pages
Published Date: 29 Apr 2010
Publisher: Penguin Putnam Inc
Publication Country: New York, United States
Language: English
ISBN: 9781591843030
Download Link: Click Here
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