I think Seth Godin writes great marketing books. I particularly like this book because he focuses on the telling of great and authentic stories. Although he writes about 'the consumer', I like to think of that person as any consumer of ideas. So it's not just about people who buy products; it's also about those executives, managers, partners, team members, &c. that need to believe in your ideas for them to succeed. From my own experience, I have seen how telling compelling stories influences executive management decisions, and how one cannot just rely upon the merits of an idea alone. It's not simply what you say, but how you say it (or show it). In this book, Godin offers great advice and examples on how to craft powerful stories and what will make them authentic. You don't have to be in marketing to appreciate this book. If you're in the ideas or innovation business, this book is for you, too.

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