I think you need to become familiar with the work of Seth Godin. As a matter of fact, I think it is so important that I am going to devote the whole week to talking about his stuff. You can read his bio here.
I would start with checking his blog out. He uses it to illustrate the ideas he is talking about.
Coming up, we have three days of Seth’s books (and each has a pretty good story). On Friday, I think I will give you some links to other places you can find him and his ideas.