1. SUBMITTED TO
PROF. MAULIK
PRESENTED BY
PRASHANT MAHARSHI
ISBE/PGP/SS/11-13

2. The Big Idea
 What sells a product these days?
- Is it price point?
- Is it the buyer’s need?
- Are product features and benefits the deciding
factors for customers to buy?
Mr. Seth Godin says it is none of the above.

3. Key Points from the Book
 Negative Marketing
 Story Telling
 5th P
 White Lie

4. Highlights from the Book
 What makes a great story? Great stories should:
 Make a promise
 Be true
 Be trusted
 Happen fast
 Not appeal to logic, but often appeal to our senses
 Never contradict themselves
 Agree with our worldview

5. Five Important Aspects
 Finding an undiscovered clump
 Bring change
 Creating first impression
 Forming believable story
 Thrive with authencity

6. Key Learning
 It’s all our perception, the advertising fundas, the way a
product is presented and a feel good factor are the major
factors which influence us to buy any product or services
for which Mr. Godin has give few examples of wine in a
glass, Porsche v/s Volkswagen and branded sneakers.
 Marketers fail when they are selfish and scurrilous, when
they abuse the tools of their trade and make the world
worse
 Great stories don't contradict themselves

7. Cont…
 Any marketer who is best in story telling can sell
anything beyond his limits by simply picturing what
his customer thinks of himself, even though if he has
got stuck in the web of the spider
 It’s just a matter of how you tell him the story. That’s
all

8. Conclusion
 People communicate with stories
 The facts of your product are irrelevant
 People are leery
 Profitable growth is generated from referrals
 People are bundles of opinions and biases
 People are bombarded with messages

9. THANK
YOU