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Truthiness

By Neil Michel

Even if Prosper Whiz Kid Melvin Ram doesn’t believe the title of Seth Godin’s new book, the Volcano Marketing founder forced himself to read it. Like the other young achievers we profile this month (see Whiz Kids, page 44), Ram has an insatiable thirst for knowledge in his chosen field.
    While Ram and other marketers of his generation tend to choose simple truths over lies, especially when selling to younger buyers, Godin’s book makes the case that factual information doesn’t sell a product as well as “great stories” that pander to consumers’ self-perceptions and preconceived world views.
    Some examples from Godin:
• Expensive wine glasses that purport to improve the taste of wine, despite scientific proof to the contrary.
• Baby Einstein videotapes: “Useless for babies, but ... satisfy a real desire for their parents.”
• Organic marketing schemes, which amount to “telling ourselves a complex lie about food, the environment and the safety of our families.”
    Despite the somewhat troubling thesis of the book, Godin does split a rather fine hair between “fibs” (that make a product more “enjoyable”) and “frauds” (“solely for the selfish benefit of the marketer”).
    One thing Prosper knows is true: the future of Sacramento looks very bright with talent such as Ram and the rest of the Whiz Kids in the pipeline.

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