Hope is a trap.

“Hope, it is the only thing stronger than fear. A little hope is effective, a lot of hope is dangerous. A spark is fine, as long as it’s contained.” – President Snow, Hunger Games

Average Marketers tell average stories to maintain hope.

You play the lottery hoping one day to become a millionaire. And once in a while, they give you either a winner or a jackpot to keep the spark alive.

True marketers avoid hope when there is no chance and tell great stories that create movements.