All Marketers are Liars By Seth Godin relates the concept of authentic storytelling to creating purple cows(something remarkable).The central idea that resonated with me , in terms of modern day marketing , is as follows:

Authentic storytelling by creating frames understanding the worldview of a consumer , would resonate with the consumer, make him tell a bigger lie to himself supporting his own worldview. The best case is when the consumer is willing to spread this lie to more and more of his friends and acquaintances , with passion.

This would thus make the idea spread.Fibs as against frauds can be used to support the story being told to the consumer.