Seth Godin believes that what drives product sales these days isn't just buyer needs, pricing, or product features that determine customer purchases. Rather, it depends on a marketer's ability to influence customers. Therefore, they must be able to craft stories that customers will believe, that align with customer trends and desires, and encourage them to talk to others about the product. Know that the more compelling, distinctive, and realistic a marketer's stories are, the more sales the product will generate. People have always used stories to understand natural phenomena like seasons and disease. Marketers didn't invent storytelling, but they have used it for years to sell products, services, and ideas.