"First published in 2005 by Portfolio."

Includes bibliographical references and index.

Highlights -- Got marketing? -- Step 1. Their worldview and frames got there before you did -- Step 2. People notice only the new and then make a guess -- Step 3. First impressions start the story -- Step 4. Great marketers tell stories we believe -- Examples : stories framed around worldviews -- Important aside : fibs and frauds -- Step 5. Marketers with authenticity thrive -- Competing in the lying world -- Remarkable? : the cow has not left the building -- Bonus Pt. 1. Master storytellers and those who are still trying -- Bonus Pt. 2. Advanced riffs.

Examines the importance of marketing the twenty-first-century economy, explaining why it is important for businesses to develop a story about their product that will fit society's worldview and encourage people to buy one product over another identical product.