Preface                                            xv
  HIGHLIGHTS                                       1  (21)
      In the Beginning, There Was the Story        2  (1)
      You're a Liar                                2  (1)
      Georg Riedel Is a Liar                       3  (3)
      Some of My Best Friends Are Liars            6  (1)
      Wants and Needs                              7  (2)
      Can Pumas Really Change Your Life?           9  (1)
      Telling a Great Story                        10 (4)
      Telling a Story Badly: The Plight of the     14 (1)
      Telemarketer
      Telling a Story Well: Kiehl's Since 1851     15 (3)
      The Accidental Marketer                      18 (1)
      Marketers Aren't Really Liars                18 (1)
      This Appears to Be a Book About Lying        19 (1)
      One Last Thing Before We Get Going: Know     20 (2)
      Your Power
  GOT MARKETING?                                   22 (82)
      Does Marketing Matter?                       22 (2)
      Before, During and After the Golden Age      24 (3)
      When You Know the Secret, Things Look        27 (1)
      Different
      How Marketing Works (When It Works)          28 (1)
      You're Not in Charge (People Can't Listen)   29 (2)
      You're Not in Charge (You Can't Control      31 (1)
      the Conversation)
      You're Not in Charge (It Won't Stay          32 (1)
      Stable!)
      Make Stuff Up: The New Power Curve           33 (5)
    Step 1 Their Worldview And Frames Got There    38 (37)
    Before You Did
      We All Want the Same Things                  38 (1)
      Two Definitions and a Strategy               39 (2)
      All Squirrels Want Nuts                      41 (1)
      They Say There's No Accounting for           42 (2)
      Taste...
      What Color Are Your Glasses?                 44 (1)
      Who We Are Affects What We See               45 (1)
      Glimpses of a Worldview                      46 (1)
      1,000 Worldviews                             47 (3)
      The Power of Frames                          50 (1)
      Getting in the Door                          51 (1)
      "None of the Above"                          52 (2)
      Angels and Devils                            54 (2)
      Lucky Charms Is a Health Food?               56 (2)
      Attention, Bias and Vernacular               58 (3)
      George Carlin                                61 (1)
      Early Adopters and So On                     62 (3)
      It's Actually Smaller Than the World         65 (1)
      There Are No Doorbells in New Hampshire      65 (1)
      Finding the Tooth Fairy                      65 (2)
      A Worldview Is Not a Community               67 (1)
      Where to Find the Next Killer Worldview      68 (1)
      The Most Important Worldview                 69 (2)
      Two More Worldviews Worth Mentioning         71 (2)
      Putting Frames to Work                       73 (2)
    Step 2 People Notice Only The New And Then     75 (10)
    Make A Guess
      How Your Brain Works                         76 (2)
      Look for a Difference: The Frog and the      78 (2)
      Fly
      Look for Causation: Broken iPods             80 (2)
      Use Your Prediction Machine: Make a Guess    82 (1)
      Cognitive Dissonance: Presidents We Hate     83 (1)
      We Get What We Expect                        84 (1)
    Step 3 First Impressions Start The Story       85 (10)
      You Don't Get Much Time to Tell a Story      85 (1)
      Take a Look at This Picture                  86 (1)
      The First Snapshot                           87 (3)
      The Myth of the First Impression             90 (2)
      Why You Need to Care About Superstition      92 (1)
      The Recycling Story                          93 (2)
    Step 4 Great Marketers Tell Stories We         95 (9)
    Believe
      Are You a Marketer?                          95 (1)
      Why Did You Buy This Book?                   96 (1)
      Telling Stories in an Internet World         97 (1)
      How to Get Elected President                 98 (3)
      Postconsumption Consumers                    101(3)
  EXAMPLES: STORIES FRAMED AROUND WORLDVIEWS       104(13)
      "I Believe a Home-Cooked Meal Is Better      104(2)
      for My Family"
      "I Believe Shopping for Lingerie Makes Me    106(2)
      Feel Pretty"
      "I Don't Believe Marketers"                  108(2)
      "I Believe Sushi Tastes Better if the        110(1)
      Chef Is Japanese"
      "I Like Books Seth Godin Writes"             111(1)
      "I Like to Beat the System"                  112(1)
      "Amazon Has the Best Customer Service"       113(1)
      "Organic Food Is Better"                     113(4)
  IMPORTANT ASIDE: FIBS AND FRAUDS                 117(33)
      Hi, It's Dave!                               119(1)
      Fibs Are True                                120(1)
      Frauds Are Inauthentic                       121(3)
      I'm Angry                                    124(1)
      Keeping Promises                             125(1)
      A Lie Won't Work for Long if It's Really     125(1)
      a Lie
      Telling the Honest from the Not-So-Honest    126(1)
      Truth and Beauty                             127(1)
      The Cigarette Preferred by Doctors!          128(1)
      Why Sophisticated Women Hate Minivans        129(3)
      Who's Your Nanny?                            132(1)
      The Gulf of Tonkin                           133(1)
      The Emperor Actually Looked Good             134(4)
    Step 5 Marketers With Authenticity Thrive      138(12)
      Changing the Story Requires Personal         138(1)
      Interaction
      Before I Tell Someone a Story, I Tell        139(1)
      That Story to Myself
      Every Picture Tells a Story                  140(1)
      Every Car Tells a Story                      141(1)
      The Authenticity of the Soy Luck Club        142(2)
      Faking It with Ice Cream                     144(3)
      It's the Combination of Senses That Now      147(1)
      Convinces the Skeptical Consumer
      All Successful Stories Are the Same          148(2)
  COMPETING IN THE LYING WORLD                     150(8)
      One Story per Customer                       150(2)
      Flip-flop                                    152(1)
      Finding the Right Community                  153(2)
      Splitting the Community                      155(2)
      The Other Way to Grow                        157(1)
  REMARKABLE? THE COW HAS NOT LEFT THE BUILDING    158(42)
      Invisible or Remarkable?                     158(1)
      The Really and Truly Great News              159(1)
      In Defense of Extremism                      160(1)
      Going to the Edges: Getting People to Vote   161(1)
      Going to the Edges: The Title of This Book   162(1)
      When Storytelling (and the Cow) Doesn't      163(2)
      Seem to Work Very Well
        Bonus Part 1 Master Storytellers And       165(1)
        Those Who Are Still Trying
      I Want to Demonstrate My Power               165(1)
      Jackson Diner                                166(2)
      The Storytellers at Avalon                   168(1)
      Creating Fox News                            169(2)
      Is a Restaurant About Eating?                171(1)
      Getting Satellite Radio to Sell              172(3)
      Getting People to Travel                     175(1)
      The End of the Jewelry Store?                175(2)
      People with Napster Are a Band's Best        177(1)
      Customers
      The Goodyear Blimp                           178(2)
        Bonus Part 2 Advanced Riffs                180(1)
      Fertility                                    180(2)
      Worldviews Change                            182(1)
      The Complex Life of Simple Things            183(1)
      Old Stories                                  184(1)
      Explaining Failure                           185(2)
      The Four Failures                            187(2)
      The Key Addition to Purple Cow Thinking      189(1)
      Some Problems Are Hard                       190(1)
      Google Adwords and Finding the Right         191(1)
      Worldview
      Oxymorons                                    192(1)
      Friend or Faux?                              193(1)
      Protect Me                                   194(1)
      Are You Marketing a Camel?                   195(4)
      On the Other Hand...                         199(1)
  GOOD STUFF TO READ                               200(4)
      Further Reading from Seth Godin              200(2)
      Other Books Worth Reading!                   202(2)
So, What To Do Now?                                204(5)
Acknowledgments                                    209(4)
Index                                              213(6)
What's Your Story?                                 219