Two things marketers do:
1. Do the work necessary to be sure that your perception of the world is similar to the world as it is.
2. Create the stories (and the experiences to back them up) that change the world as it is.
Most marketers fail at #1. By focusing on what they want, or by having a selfish view of things, they miss the reality of what the world believes.
And that can cause us to miss #2. Your story has to be grounded in the worldview of your intended audience.