True Story

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.

ISBN10:	1622314581
ISBN13:	9781622314584
Number Of Pages:	390
Publication Date:	20140514
Publisher:	Workman
Binding:	CD-Audio

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Today’s most successful businesses are storydoers. They 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 to global conglomerates—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.