Marketing’s five deadly sins: vanity, authority, insincerity, puffery, and gimmickry
CHAPTER TWO
The Five Deadly Sins
Every hero has a backstory—a time before he struck fear in the hearts of his foes when he bumbled around making the same mistakes as everyone else. This chapter is about those mistakes. They are the five deadly sins that doom us to defeat in the story wars—vanity, authority, insincerity, puffery, and gimmickry.
In the movies, the backstory is transcended in ninety short minutes. In real life, most of us get stuck in it forever. Our messages get ignored, misunderstood, and muddled. Stabbing in the dark for solutions, we try to ...
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