What's Your Story? : Storytelling to Move Markets, Audiences, People, and Brands

by Mathews, Ryan; Wacker, Watts

• ISBN13: 9780132277426
• ISBN10: 0132277425
• Edition: 1st
• Format: Hardcover
• Copyright: 2008-01-01
• Publisher: FT Press

Summary

Legendary business thinkers Mathews and Wacker reveal how to craft an unforgettable story, create the back story that makes it believable, and make sure the story cuts through todays relentless bombardment of consumer messages and is heard, remembered, and acted on.

Table of Contents

Introduction	p. 1
The Story of Stories	p. 5
Truth Stories Versus True Stories	p. 17
The 10 Functions of Storytelling	p. 26
The Abolition of Context	p. 38
Who Owns Your Brand?	p. 45
Five Critical Story Themes	p. 66
Five Stages of Business Evolution	p. 83
Applied Storytelling
Industries	p. 98
Applied Storytelling
The Corporation	p. 112
Applied Storytelling
The Brand	p. 132
Applied Storytelling
The Individual	p. 154
The Storytellers Toolbox	p. 168
Epilogue A New Story for a New Century	p. 185
Endnotes	p. 189
Table of Contents provided by Publisher. All Rights Reserved.

Excerpts

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