Another belief that the author seeks to disprove is the importance of manufacturing. As the author says, “Making your product or service better and cheaper was a sure path to growth and profitability (in the past). Today, of course, the rules are different.” With the arrival of outsourcing, production has ceased to be a main source of competitive advantage. Now, it has become even more important to invent products or services that capture the consumers’ interest and then tell stories about them.

But having highlighted the power of telling stories, a story is worthless if it’s not authentic. As Godin says, “Your story won’t spread if the facts don’t back it up.” The product or service has to have the quality to live up to its story.