back in college, I had an old economics professor that said something that always stuck in my head.

"If you have a bag of chicken sh*t, you aren't just going to throw it in a bag, label it, and go on with business. You have to make people believe that this will be the best damn bag of chicken sh*t you can buy"

An excellent read Amazon.com: Linchpin: Are You Indispensable? (9781591843160): Seth Godin: Books

A ton of this stuff in this is about business and marketing

Seth Godin has a blog as well.