In July of 2012, Jonah Sachs published a book called Winning the Story Wars, focusing on and demonstrating the current fads and trends in marketing. Sachs believes that the latest and most successful trend in the marketing world is called Empowerment Marketing, and it is replacing the dark trend of inadequacy marketing. While inadequacy marketing provides content that makes the audience feel like they need the product to be adequate, empowerment marketing is about telling the truth, instilling positive messages, and taking responsibility for the product. Rather than trying to sell the brand, you provide your audience with the facts and allow them to decide for themselves.