We are not in charge

I am currently reading Seth Godin's "All Marketers are liars" (Very good book, I highly recommend it), and I couldn't agree more on the fact that on marketing "You are not in charge".

Companies keep spending high marketing budgets on media with the sole purpose of reaching as much people as possible (TV, radio, newspapers), hoping this will get consumers because they have a product that "fits all sizes". Nothing is farther from the truth nowadays.

Consumers are looking for products or services that are relevant to them in many aspects, but when your product tells a story in which people engage and takes interest, all other aspects become less important.

Developing stories behind your brand that fits the point of view of the people you want to reach is much more important than TV ads or even pricing. The idea behind this is that if you have a great story to tell, an idea that's worth spreading, then people will make sure other people hear about it. And then you can quit this addiction to mass media or trying to be the cheapest in the market.