» Instead I’m going to tell you a story. » Seth Godin. The guru of marketing concepts thinks that a success story would be the best way to customers’ satisfaction and loyalty . The most important is not to have the best product but that the consumer believe to the story of the brand. For Godin, history is effective when it coincides with the client’s vision. Because of this proximity, it pays it attention. The work of the marketing manager is to identify communities which share common visions and make a story that corresponds to it. A revolution for those who think that with money, you can influence opinions, grab the attention of consumers or ask what you want to dealers . This is even more illusory now that, with the wealth of informations, more people choose what they want to hear.