All Marketers...

A story is never enough

“It tasted like a canned seafood candy bar, so odd and unappealing…”

That’s part of today’s New York Times review of Koi, a new restaurant in Manhattan.

Koi has the story down pat. The supermodels at the bar, the imposing maitre d at the front desk, the celebrity heritage from LA and the fusion Japanese menu. It lets the diner lie to himself about how special he is to be permitted to eat here.

It doesn’t matter. Not one bit. If the food is this bad, people won’t come back.

And that’s what a lot of people miss about marketing and lying. Your story is worthless if it’s not authentic. Your story won’t spread if the facts don’t back it up.