True Story

True Story

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Is your company a storytellera€”or a storydoer? The old way to market a business was storytelling. But in todaya€™s world, simply communicating your branda€™s story in the hope that customers will listen is no longer enough. Instead, your authentic brand must be evident in every action the organization undertakes. Todaya€™s most successful businesses are storydoers. These companies create products and services that, from the very beginning, are manifestations of an authentic and meaningful storya€”one told primarily through action, not advertising. In True Story, creative executive Ty Montague argues that any business, regardless of size or industry, can embrace the principles of storydoing. Indeed, our best-run companiesa€”from small start-ups to global conglomeratesa€”organize around a coherent narrative that is then broadcast through every action they take (from product design to customer service to marketing). Montague shows why storydoing firms are nimble, more adaptive to change, and more efficiently run businesses. Montague is a founder of the growth consultancy co:collective and the former president and CCO of J. Walter Thompson, the largest advertising agency in North America. He brings his depth of creative business experience to the book and provides a clear framework and proven process for bringing you and your customers together in the creation of your brand story. Montague introduces five critical elementsa€”what he calls the a€œthe four truths and the action mapa€a€”that are the foundation of storydoing: a€c the participants (your customers, partners, and employees) a€c the protagonist (your company today) a€c the stage (the world around your business) a€c the quest (your driving ambition and contribution to the world) a€c your action map (the actions that will make your story real for participants) The book is filled with examples of how forward-thinking organizationsa€”including Red Bull, Shaklee, Grind, TOMS Shoes, and News Corporationa€”are effectively using storydoing to transform their organizations and drive extraordinary results.In 1998, sensing a rising tide of popularity for the vehicles and envious of the fat margins on each unit (Hummers sold for ... Hummer H1, and GM rapidly introduced two new models based on other smaller GM vehicle platforms, the H2 and the H3. ... little problem like aging lying down. ... In 2003 Schwarzenegger won the governorship of California, trouncing incumbent Gray Davis in a recall election thatanbsp;...

Title:True Story
Author:Ty Montague
Publisher:Harvard Business Press - 2013-12-30


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