The Personal MBA

Master the Art of Business

A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.

Buy the book:


From The Personal MBA's List of the 99 Best Business Books...


Review: 'All Marketers Are Liars' by Seth Godin

Creating a product is only half of the battle - to succeed, you have to capture people's attention in a way that makes them want to buy from you. In All Marketers Are Liars, Seth Godin explains the fundamentals of modern marketing: if you want your target market to discover and purchase your product, you must tell a consistent, authentic, believable story that fits the way they view the world.

As it turns out, good marketers aren't liars... they're excellent storytellers. People constantly tell themselves stories about what they need and why they buy. If you're able to understand your target market's worldview, tell your story in a distinctive and memorable way that fits that worldview, and fulfill their needs, you win.

Once you go beyond functional characteristics, you'll be amazed how much perception influences reality when it comes to products and services - there's value in the story that isn't present in the actual product. Is popping the cork on a 1957 bottle of hand-cut by a tailor who serves British royalty make you look more handsome? Is a moissanite gemstone better than a diamond? Depending on the prospect's worldview, either viewpoint is valid.

In addition to foundational marketing concepts, you'll pick up useful ideas like adoption curves, framing, cognitive dissonance, the attention economy, and the all-pervading power of expectations. All Marketers Are Liars will permanently change the way you think about marketing.


The Personal MBA also recommends two other books by Seth Godin: Permission Marketing and Tribes.


Buy 'All Marketers Are Liars' by Seth Godin


Books purchased through this website support The Personal MBA's ongoing research.



WANT TO BE NOTIFIED WHEN UPDATES ARE PUBLISHED? Subscribe to Josh Kaufman's email newsletter. You'll receive Personal MBA updates, Josh's award-winning research, and useful resources that will help you make more money, get more done, and have more fun. It's free!

The Personal MBA

Master the Art of Business

A world-class business education in a single volume. Learn the universal principles behind every successful business, then use these ideas to make more money, get more done, and have more fun in your life and work.

Buy the book:


About Josh Kaufman

Josh Kaufman is an acclaimed business, learning, and skill acquisition expert. He is the author of two international bestsellers: The Personal MBA and The First 20 Hours. Josh's research and writing have helped millions of people worldwide learn the fundamentals of modern business.

More about Josh Kaufman →