I generally really like Seth Godin, so I must say that I've been disappointed with this book. In fact, I was reading it for work (yes, I have a boss who likes to assign reading), but I've stalled out half way through this book and will be forcing myself to finish it. I feel like the only message I'm getting is that every story is a lie -- not a lot of examples as to how a company's story, wherever it fell on the lie/truth scale, managed to change the minds of a mass of people. A few stories, to be sure, but primarily it's "every story is a lie" ad naseum. I just felt preached to, and pounded over the head as if I wouldn't get the point otherwise. I just didn't like the approach at all. And, if every story is a lie, then his story must be a lie, so why should I read this?
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