Colin Marshall talks to Rob Walker, observer of advertising and marketing in all their forms. Author of the New York Times' "Consumed" column and the book Buying In: The Secret Dialogue Between What We Buy and Who We Are, Walker is also the co-creator of the "Significant Objects" project, an experiment wherein various authors and media personalities craft fictional stories to accompany everyday objects found at thrift stores. The objects are then auctioned off, revealing the value-adding effects of narrative.