"First published in 2005 by Portfolio." "The underground classic that explains how marketing really works - and why authenticity is the best marketing"

Includes bibliographical references and index.

Got marketing? -- Their worldview and frames got there before you did -- People notice only the new and then make a guess -- First impressions start the story -- Great marketers tell stories we believe -- Stories framed around worldwide -- Important aside: fibs and frauds -- Marketers with authenticity thrive -- Competing in the lying world -- Remarkable? The cow has not left the building -- Bonus part 1: master storytelling and those who are still trying -- Bonus part 2: advanced riffs -- Good stuff to read .