Step 1. Their worldview and frames got there before you did
Step 2. People notice only the new and then make a guess
Step 3. First impressions start the story
Step 4. Great marketers tell stories we believe
Examples : stories framed around worldviews
Important aside : fibs and frauds
Step 5. Marketers with authenticity thrive
Competing in the lying world
Remarkable? : the cow has not left the building
Bonus pt. 1. Master storytellers and those who are still trying
Bonus pt. 2. Advanced riffs.