当你买这类公司时，你买的是一个“故事”，可能会成现实也可能不会。
When you buy such companies, you're buying the "story," which may or may not come to pass.
如果你(巧妙的)花时间和金钱的话，你可以讲一个广为流传的能影响别人并改变行为的故事。营销可以使人们买那些原本不会买的东西。
If you spend time and money (with skill) you can tell a story that spreads, that influences people, that changes actions.
他们反复观察聆听者的反应，Geiselman说，“他们盘算着你是不是会买这个故事的帐”。
They often monitor the listener’s reaction to what they are saying. “They try to read you to see if you are buying their story, ” Geiselman said.
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