Every day we tell ourselves stories about the world. These stories might be true or they might be false, but nevertheless we believe them.

We live in an age where every business must have a story to tell its customers. Because if it doesn't, very soon it will have no customers at all.

In All Marketers Are LiarsSeth Godin uses dozens of examples to show us that the most successful stories aren't necessarily the most truthful but are usually the most compelling and authentic. That means they are believed by those who tell them. Which means they are believed by those who listen to them. And that means they get passed on . . . and on.

How good is your story?