The art of communication is crafting your message so that it is understood by the listener and the art of persuasion is making it compelling. Story is overwhelmingly about humanizing parable and is the single best engine for communication AND persuasion. We may wish to spend more time actually TRYING these techniques before dismissing people for the softness of their heads. It is the great challenge of humanity to translate emergent order and the abstract beauty of the market ecosystem (the "macrocosm") to our fellow creatures whose natural inclinations are to project their personal experiences at the family level (the "microcosm") to the broader society. Ours is the harder task. It's easy to say "let's all act like one big earth family". It FEELS great. On a spiritual level it can even be true. But in the material world, it's a path to deception and despair. Our challenge is to make our case in the context of people's natural biases. It IS about marketing. And it's crazy to dismiss the power of great marketing when our kin have barely tried it while others have demonstrated its effectiveness so clearly.