What's Your Story? Storytelling to Move Markets, Audiences, People, and Brands (paperback)

av Ryan D Mathews. Häftad, 2007

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  • Häftad (Paperback)
  • Språk: Engelska
  • Antal sidor: 240
  • Utg.datum: 2007-08-01
  • Upplaga: 1
  • Förlag: Financial Times/ Prentice Hall
  • Medarbetare: Wacker, Watts
  • Dimensioner: 228 x 152 x 12 mm
  • Vikt: 340 g
  • Antal komponenter: 1
  • ISBN: 9780132312011

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RYAN MATHEWS, founder and CEO of Black Monk Consulting, is a globally recognized futurist, speaker, strategist, storyteller, author, consultant, and the pioneer of the field of corporate cultural ecology. Wired magazine has called him a philosopher of e-commerce, and American Demographics named him "the futurist to watch" in a study of the 25 individuals who have made the greatest contribution to futuring. Red Herring said it was Mathews's job "to ask the tough questions." With Fred Crawford, he coauthored The Myth of Excellence: Why Great Companies Never Try to Be the Best at Everything, which appeared on business best-seller lists at The Wall Street Journal and BusinessWeek and was honored by Amazon.com as one of the top twelve best business books of 2001. Frederick W. Smith, chairman, president, and CEO of Federal Express, has called Mathews an "exceptional strategic thinker." He is widely regarded as an expert on consumers and their relationships to brands, products, services, and the companies that offer them. WATTS WACKER is one of the most celebrated and influential minds in modern business. Wacker--lecturer, best-selling author, political commentator, and social critic--has served as futurist at SRI International, the legendary Menlo Park think tank, and spent ten years as resident futurist at the preeminent social research organization, Yankelovich Partners. He now directs FirstMatter LLC, a new kind of think tank designed to "bring the future to your organization." Wacker's first book, The 500 Year Delta, was an international bestseller translated into ten languages and an Editor's Choice Top 5 selection at Amazon.com. His next book, The Visionary's Handbook, is required reading at many of the world's top business schools. His third book, The Deviant's Advantage--authored with Ryan Mathews--has earned raves from reviewers ranging from TIME to The Harvard Business Review. He has been recognized as "one of the 50 most influential business thinkers in the world" (Financial Times)!"one of the 21 best speakers in America" (Successful Meetings)!"the inheritor of the Marshall McCluhan tradition" (Fortune)!and "one of 21 socially important people we selected to make a prediction for the 21st century" (The Science Channel).


Introduction 1 

1                 The Story of Stories 5

2                 Truth Stories Versus True Stories 17

3                 The 10 Functions of Storytelling 26

4                 The Abolition of Context  38

5                 Who Owns Your Brand? 45

6                 Five Critical Story Themes 66

7                 Five Stages of Business Evolution 83

8                 Applied Storytelling 101: Industries 98

9                 Applied Storytelling 101:  The Corporation 112

10               Applied Storytelling 101: The Brand 132

11               Applied Storytelling 101: The Individual 154

12               The Storytellers Toolbox 168

Epilogue       A New Story for a New Century 185

Endnotes  189