Spread your story or become irrelevant

I was just reminded of Seth Godin's blog (http://sethgodin.typepad.com/seths_blog/), after Hugh Macleod mentioned Godin's new book, "All Marketers are Liars." I was further intrigued by the highlighting of one sentence on the book's first page: "Either you're going to tell stories that spread, or you'll become irrelevant."

As someone who pitches stories to the media, I heeded this warning. Moreover, I realized there is merit in applying a similar theory to the way I work with the media: Am I trying to spread a story or place a story?