Touareg, which is virtually the same car. We believe that $225 Pumas will make our feet feel better-and look cooler-than $20 no-names . . . And believing it makes it true.

Successful marketers don't talk about features or even benefits. Instead, they tell a story. A story we want to believe.

This is a book about doing what consumers demand-painting vivid pictures that they choose to believe. Every organization-from nonprofits to car companies, from political campaigns to wineglass blowers-must understand that the rules have changed (again). In an economy where the richest have an infinite number of choices (and no time to make them), every organization is a marketer and all marketing is about telling stories.

This is a powerful book for anyone who wants to create things people truly want as opposed to commodities that people merely need.