Seth Interviewed...

Seth is being interviewed about his new book "All Marketers are Liars" over at Brand Mantra. This is a fun read. Thinking about the stories we are telling over at thePHOTOtool site, I am realizing we are going to have to make some changes. Hey - it's a process, not a destination.

What's Your Brand Mantra?
"I'm the last stop on the book tour with Seth Godin. We're talking about his new book, All Marketers are Liars. As he states in the book, marketers aren't really liars... they're just really good at telling stories that customers want to believe. Please visit each post and ask questions.

UPDATE: I just re-read this paragraph and was struck by the relevance to a conversation I had just had with a group of photographers and a lab owner about the commercial photography world, the client expectations and the worldview of photographers that had stagnated in the mid 70's. For many it will prove to be a fatal hold.

"Most of the time, when you see an industry crash and burn, it's because they were arrogant and unyielding in the face of a competitive threat. That just encourages the other side and makes their story easier to tell."

That is very powerful message.