Seth Godin at metacool: How to create good lies

Good organizational design often begets good design thinking.
What are some ways to organize the "product generation" part
of a company so that it can design experiences and the business
communication and branding strategies (AKA "lies") required to bring
them to market, all in an authentic way?

Seth Godin:
The best stories come from organizations that tell the story FIRST. The
founder or manager or whomever really and truly believes it. Really
wants to make it happen. Then the product matches the story. What if
Altoids weren’t strong? What if JetBlue was just cheap, not better?

You can’t slap a story on later. Doesn’t work.