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Title: Modern day Hans Christian Anderson approach for grown ups.
Review: Marketing is all about winning trust and involves a piece of make believe. It's in the eye of the beholder. Seth boils marketing down to simple steps (in all of his books), and making it simple is needed in this complex world. Stories have been around for ages and they have a great impact as it allows for complex problem being told in simple terms. Seth gives many great examples in this book and is put some meat around the what and how, and keeps impressing with his easy readable books. Helpes to take difficult messaging and transform it into easy understandable stories. Its a look in the kitchen of the modern day Hans Christian Anderson, whom stories have been around for ages, but his messages still hold strong. Marketer are not liar (his title is his first lye:-), but definitely a catching title and worthwhile reading.
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