Theme: As consumers, we buy products because we believe the story the products tell us. It's not about the features or benefits, the "facts" involved in the purpose; it's about whether or not we believe the promise the brand is making about it stands for and how it adds meaning to our lives. Marketers, therefore should not focus on the product; instead, they should focus on telling a story that is consistent with their customers' worldview.
Audience: Marketers, defined very broadly. Could mean business folks, church people, job applicants, etc. Basically, it's anyone in the business of selling an idea.
Why I Like It: Storytelling is a very difficult concept to explain without sounding like a sheister, and Seth does it fairly well. He uses countless examples to validate his point that we are governed by story (what he means by "lies") rather than by fact. Also, he differentiates between "good" and "bad" stories with the notion of authenticity: telling a story that lives up to its promise. Several elaborate concepts regarding human nature and the psychology of decision-making are spelled out here in lay men's terms. Fantastic read!