Seth Godin’s latest book “All Marketers Are Liars” has spawned his new blog. There are some free excerpts of the book available. The blog has instances of what Godin calls “marketing lies”. However, it seems to have been abandoned now. The last post is dated July 28th 2005.

There’s a lot of use of the term “worldview” in his book. Marketing is about telling a story that would appeal to the prevailing “worldview” of the audience.

Looking up “worldview” in the dictionary, I get the following

  1. The overall perspective from which one sees and interprets the world.
  2. A collection of beliefs about life and the universe held by an individual or a group.


So, in effect, what Seth Godin is implying is that marketers make up stories and arguments that fit to the audience’s worldview and therefore gain acceptance. Which means, if the general worldview is that the organic and herbal stuff are good, then soap manufacturers have no hesitation to add some green colour to their products and market it as “New Herbal whatever”.


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