Marketing is storytelling with consequences is a powerful way to frame what we do. It moves us beyond just crafting a narrative and into the realm of impact and responsibility. The story you tell isn’t just a story—it’s a promise that creates real-world results, for better or worse.
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Meaning
At its core, this means that marketing isn’t just about making things up. It’s about framing a genuine truth about your product or service in a way that resonates, and that resonance—that story—directly influences whether you succeed or fail.
Explanation
Look, we’ve all been in meetings where someone says, “We just need a better story.” And that’s true, but it’s only half the battle. The real magic, and the real danger, lies in the consequences. When you tell a story that your customer chooses to believe, they act on it. They buy. They recommend. They become loyal. That’s a positive consequence.
But here’s the kicker—and this is where most companies get it wrong. If the story is a lie, if the experience doesn’t match the narrative, the consequences are severe. You get backlash. You lose trust. You fail. So it’s not just storytelling. It’s strategic, authentic storytelling that you have to be prepared to live up to, day in and day out.
Quote Summary
| Context | Attributes |
|---|---|
| Original Language | English (3668) |
| Category | Business (233) |
| Topics | impact (22), responsibility (55), truth (77) |
| Literary Style | assertive (142), pithy (25) |
| Emotion / Mood | serious (155) |
| Overall Quote Score | 80 (256) |
Origin & Factcheck
This gem comes straight from Seth Godin’s 2005 book, All Marketers Are Liars, which he later subtitled Tell Authentic Stories to clarify his point. It originated from his work in the United States. And just to clear up a common misconception, he’s not advocating for literal lying. He’s talking about the “lies” we tell ourselves—the authentic worldviews and frames that help us make sense of a product.
Attribution Summary
| Context | Attributes |
|---|---|
| Author | Seth Godin (100) |
| Source Type | Book (4032) |
| Source/Book Name | All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World (57) |
| Origin Timeperiod | 21st Century (1892) |
| Original Language | English (3668) |
| Authenticity | Verified (4032) |
Author Bio
Seth Godin writes and teaches about marketing, leadership, and creative work. After earning an MBA from Stanford, he founded Yoyodyne, sold it to Yahoo!, and later launched ventures like Squidoo and the altMBA. He has authored bestsellers such as Permission Marketing, Purple Cow, Tribes, Linchpin, and This Is Marketing. He posts daily at seths.blog and speaks globally about making work that matters. If you’re starting with the Seth Godin book list, expect insights on trust, storytelling, and shipping creative projects that change culture.
| Official Website | Facebook | X
Where is this quotation located?
| Quotation | Marketing is storytelling with consequences |
| Book Details | Publication Year/Date: 2005; ISBN/Unique Identifier: 9781591841009; Last edition: Portfolio Penguin 2012; Number of pages: 240. |
| Where is it? | Chapter 26: Consequences, page 228, 2012 edition |