The Story is the Point

Seth Godin wrote a great book called “All Marketers are Liars”. He wasn’t really saying that all marketers are liars. He meant that all customers believe what they want to believe, and marketers can take advantage of that. He says:

“Successful marketers don’t tell the truth. They don’t talk about features or even benefits. Instead, they tell a story. A story we want to believe.”

That’s what’s going on here. Saying something doesn’t make it true. Never has, never will. But truth is hardly the point here. The story is the point.
– from

One of my professors was asking me about the emerg[ing/ent] church the other day and more specifically what it has to do with postmodernism. I still have a lot to learn about postmodernity as a philosophy, a style, and an era(?). But I know that story and meta-narrative have something to do with it. I just can’t figure out whether postmodernity embraces story or rejects story. But when it comes to the church, I do know that we need to become better at embracing the story.

So what insights does this nature of relationships between marketer and customer teach us about the relationship between church and world?