Kudos to Seth Godin on fixing the most very broken thing about his 2005 book "All Marketers are Liars." He convinced the publisher to change the cover on future editions, and the book is now called "All Marketers Tell Stories."
"So, go tell a story. If it doesn’t resonate, tell a different one. When
you find a story that works, live that story, make it true, authentic
and subject to scrutiny. All marketers are storytellers, only the
losers are liars."
I was fairly harsh when I read the book in 2005, and while some of those criticisms still stand, this is definitely a step in the right direction.