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"As usual these two future-finders have their fi ngers on the pulse of what's happening--and what we need to know about. In every business, in every organization, the seven most important words these days are: 'But wait! A story goes with it!' You need to read this book to fi nd out why."-Alan Webber, Co-founder, Fast Company magazine"A great story sparks our imagination, challenges us to think, and resonates with our collective conscience. Ryan Mathews and Watts Wacker's story about telling stories does exactly this. It is an essential guidebook for capturing and conveying the essence of corporate identities and enriching brands."-Paul A. Laudicina, Managing Officer and Chairman of the Board, A.T. KearneyStorytelling is the universal human activity.Every society, at every stage of history, has told stories-and listened to them intently, passionately. Stories are how people tell each other who they are, where they came from, how they're unique, what they believe. Stories capture their memories of the past and their hopes for the future. Stories are one more thing, too: They are your most powerful, most underutilized tool for competitive advantage.Whether you know it or not, your business is already telling stories. What's Your Story? will help you take control of those stories and make them work for you. Legendary business thinkers Ryan Mathews and Watts Wacker reveal how to craft an unforgettable story...create the back story that makes it believable...make sure your story cuts through today's relentless bombardment of consumer messages...and gets heard, remembered, and acted on.Discovering what stories can do for your business Telling stories when the past no longer defines the futureTHE FIVE MOST IMPORTANT STORY THEMESLeveraging themes your audiences will understand and believeAPPLIED STORYTELLING 101Storytelling for your industry, your company, your brand, and youMASTERING YOUR STORYTELLER'S TOOLBOXMaking your stories more compelling, more believable, and downright unforgettableUse Storytelling to Gain Powerful Competitive Advantage in Today's Increasingly Skeptical MarketplaceLeverage the incredible power of storytelling in marketing, sales, investor relations, recruitment, change management, and moreIndispensable techniques for every CxO, entrepreneur, and marketing, sales, and communications executiveThe latest breakthrough book from best-selling futurists Ryan Mathews and Watts Wacker
Contents
Introduction 1 1 The Story of Stories 52 Truth Stories Versus True Stories 173 The 10 Functions of Storytelling 264 The Abolition of Context 385 Who Owns Your Brand? 456 Five Critical Story Themes 667 Five Stages of Business Evolution 838 Applied Storytelling 101: Industries 989 Applied Storytelling 101: The Corporation 11210 Applied Storytelling 101: The Brand 13211 Applied Storytelling 101: The Individual 15412 The Storyteller's Toolbox 168Epilogue A New Story for a New Century 185Endnotes 189
