All Marketers Are Liars Quotes

All marketers are storytellers. Only the losers are liars.

Best of all, he gave us a rule of thumb about information in the markets that I later found useful: “Those who say don’t know, and those who know don’t say.

Seth Godin, in his 2005 book, All Marketers Are Liars, wrote that “all marketing is about telling stories . . . painting pictures that they (customers) choose to believe.”8

Failure was a luxury we couldn't afford, all chained together as we were, our fates locked up tight. One box office flop from a female director and no one wanted "girl" movies, one stock market plunge from a company with a woman CEO and women couldn't lead, one false accusation and we were liars, all of us. Because when we failed it was because of our chromosomes, it wasn't because of a market dip or an ineffective advertising campaign or plain bad luck.

Remember that you told me that a monsoon doesn't discriminate? Rich or poor, kind or cruel, we are all equal in the monsoon. And yet we carry on as normal! We go to school, market stalls open and close, we play cricket, we laugh. Meanwhile, the monsoon gathers. We are all liars, Ma. We are all great deceivers. I am a liar but I'm not the only one.

First, when all investors were doing the same thing, he would actively seek to do the opposite. The word stockbrokers use for this approach is contrarian. Everyone wants to be one, but no one is, for the sad reason that most investors are scared of looking foolish. Investors do not fear losing money as much as they fear solitude, by which I mean taking risks that others avoid. When they are caught losing money alone, they have no excuse for their mistake, and most investors, like most people, need excuses. They are, strangely enough, happy to stand on the edge of a precipice as long as they are joined by a few thousand others. But when a market is widely regarded to be in a bad way, even if the problems are illusory, many investors get out. A good example of this was the crisis at the U.S. Farm Credit Corporation. It looked for a moment as if Farm Credit might go bankrupt. Investors stampeded out of Farm Credit bonds because having been warned of the possibility of accident, they couldn’t be seen in the vicinity without endangering their reputations. In an age when failure isn’t allowed, when the U.S. government had rescued firms as remote from the national interest as Chrysler and the Continental Illinois Bank, there was no chance the government would allow the Farm Credit bank to default. The thought of not bailing out an eighty-billion-dollar institution that lent money to America’s distressed farmers was absurd. Institutional investors knew this. That is the point. The people selling Farm Credit bonds for less than they were worth weren’t necessarily stupid. They simply could not be seen holding them. Since Alexander wasn’t constrained by appearances, he sought to exploit people who were.

After three months in the class trainees circulated wearily around the trading floor for two months more. Then they went to work. All the while there was a hidden agenda: to Salomonize the trainee. The trainee was made to understand, first, that inside Salomon Brothers he was, as a trader once described us, lower than whale shit on the bottom of the ocean floor and, second, that lying under whale shit at Salomon Brothers was like rolling in clover compared with not being at Salomon at all. In the short term the brainwashing nearly worked. (In the long term it didn’t. For people to accept the yoke, they must believe they have no choice. As we shall see, we newcomers had both an exalted sense of our market value and no permanent loyalties.) A few investment banks had training programs, but with the possible exception of Goldman Sachs’s, none was so replete with firm propaganda.

Ninic nu este static. Nimic nu rămâne cum a fost. Tot ceea ce construiești, proiectezi sau comercializezi urmează să schimbe piața.

his most well-known book, All Marketers Are Liars, has some of the best advice and insight into storytelling.

It was widely believed that a small, bald man in a grubby room in Moscow started all rumors to wreak havoc on our Western market-based economy.

more, but no more than twenty. I had four songs left after the one I was doing when I saw her. And the talk between songs, well, I keep that short. So fifteen minutes, likely no more than seventeen.” “Did you see anyone follow her out?” “I didn’t, but I was looking for Forrest once she got up and started out. I wasn’t watching the door.” “I bet you saw a lot of familiar faces in the crowd tonight.” “I did. It was so nice to see everyone.” She thought of Arlo. “Mostly.” “A lot of unfamiliar ones, too.” “Tansy did a lot of marketing. She had flyers all over. I heard we had a lot of people in tonight who’re staying at the hotel and the lodge and so on, even campers who came in tonight. Something new, you know?” “Wish I could’ve been here myself. We’re going to make a point of it, the wife and me, next time. Now, did anybody strike you, Shelby? Somebody who just didn’t look right?

At the very least, a mortgage had to be pooled with other mortgages of other homeowners. Traders and investors would trust statistics and buy into a pool of several thousand mortgage loans made by a Savings and Loan, of which, by the laws of probability, only a small fraction should default. Pieces of paper could be issued that entitled the bearer to a pro-rata share of the cash flows from the pool, a guaranteed slice of a fixed pie. There could be millions of pools, each of which held mortgages with particular characteristics, each pool in itself homogeneous. It would hold, for example, home mortgages of less than one hundred and ten thousand dollars paying an interest rate of 12 per cent. The holder of the piece of paper from the pool would earn 12 per cent a year on his money plus his share of the repayments of principal from the homeowners. Thus standardised, the pieces of paper could be sold to an American pension fund, to a Tokyo trust company, to a Swiss bank, to a tax-evading Greek shipping tycoon living in a yacht in the harbour of Monte Carlo, to anyone with money to invest. Thus standardised, the pieces of paper could be traded. All the trader would see was the bond. All the trader wanted to see was the bond. A bond he could whip and drive. A line which would never be crossed could be drawn down the centre of the market. On one side would be the homeowner, on the other, investors and traders. The two groups would never meet; this is curious in view of how personal it seems to lend a fellow man the money to buy his home. The homeowner would only see his local Savings and Loan manager from whom the money came, and to whom it was, over time, returned. Investors and traders would see paper. Bob

After all, the job market is a market.

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