True Story: How to Combine Story and Action to Transform Your Business - I Pick This One
Review : How to connect with customers by living out a compelling story
People are no longer interested in just hearing your story; they want to see you living out your story, according to Ty Montague in this book. People are not interested in buying products; they want to take actions that advance their own metastory. Social media and the rise of the networked world have created opportunities for companies to become much more efficient, not by communicating differently, but by actually behaving differently--taking innovative action that tells a clear story and letting the network spread that story.
So, how do you go about "storydoing" rather than just "storytelling"? Red Bull is an example of a company that replaces storytelling (traditional advertising) with storydoing, demonstrating the Red Bull ethos by staging and sponsoring a range of sporting and high-adrenaline events. According to the author, there are four key truths that need to be explored and understood to determine your
organisation's metastory which you then need to live out...
Details about True Story: How to Combine Story and Action to Transform Your Business
Brand: Harvard Business Review Press
Features of this True Story: How to Combine Story and Action to Transform Your Business
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ASIN : 1422170683
Description : Is your company a storyteller—or a storydoer?The old way to market a business was storytelling. But in today’s world, simply communicating your brand’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.Today’s most successful businesses are storydoers.These companies create products and services that, from the very beginning, are manifestations of an authentic and meaningful story—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 companies—from small start-ups t...
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category: Systems & Planning
brand: Harvard Business Review Press
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Rating : 5.0
Review : randomreview