Seth Godin

as much as we're rational, we're more emotional deep down!
we like what we like, stupidly.. and the marketer's job is to give us a good smart excuse (scientific? even better!) to tell ourselves, so we can go ahead being silly guilt-free..

it's getting harder and harder to have breakthrough now, coz everyone in the market are trying ever so hard to get that, and customers are over-stimulated, over-promised, and over-loaded with way too many options, varieties, ideas, and information.. we're more immune to hard sales now..
but as far as humanity goes, stories work. yet those stories ... Read morethat truly seize heart are more in dips than explosive fad, 'breakthrough stories' are headline news, which reaches widely, but lasts about a day or so..
i'm a big believer in stories, and i think at this time of collective attention-deficit, impatience and opportunism, what we need the most is commitment, patience and long-term investment. that's so hard i know. and that's why most people are not yet successful..

Moral: ur marketing, communication and advertising should be focused around ur people; ur customers which are defined by ur product.