As usual these two future-finders have their fi ngers on the pulse of whats 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 Wackers 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. Kearney
Storytelling is the universal human activity.Every society, at every stage of history, has told storiesand listened to them intently, passionately. Stories are how people tell each other who they are, where they came from, how theyre 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. Whats 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 storycreate the back story that makes it believablemake sure your story cuts through todays relentless bombardment of consumer messagesand gets heard, remembered, and acted on.
- THE TEN FUNCTIONS OF STORYTELLING
Discovering what stories can do for your business
- THE ABOLITION OF CONTEXT
Telling stories when the past no longer defines the future
- THE FIVE MOST IMPORTANT STORY THEMES
Leveraging themes your audiences will understand and believe
- APPLIED STORYTELLING 101
Storytelling for your industry, your company, your brand, and you
- MASTERING YOUR STORYTELLERS TOOLBOX
Making your stories more compelling, more believable, and downright unforgettable
Use Storytelling to Gain Powerful Competitive Advantage in Todays Increasingly Skeptical Marketplace
- Leverage the incredible power of storytelling in marketing, sales, investor relations, recruitment, change management, and more
- Indispensable techniques for every CxO, entrepreneur, and marketing, sales, and communications executive
- The latest breakthrough book from best-selling futurists Ryan Mathews and Watts Wacker
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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).
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