True Story: How to Combine Story and Action to Transform Your Business

By Ty Montague
Are you still trying to sell people products? All of today's indicators show that consumers are not interested in what you tell them they need. Instead, they want to know what you stand for, what your business stands for, why you do what you do, and most importantly--what you can help them become.
So it sounds like it's time to change your strategy from selling products to selling your story.
In True Story: How to Combine Story and Action to Transform Your Business, Creative executive Ty Montague offers a guide to first uncovering and then articulating in a compelling way, your firm's authentic brand story. Not only will this put a laser focus on the actions taken inside your company, it also will draw in customers as they connect their life stories with the one you're telling.
Montague is the cofounder of brand studio Co: and the former President and CCO of JWT North America; his work has been called out in Adweek, Fast Company, and Creativity magazine. He brings his depth of creative and media experience to True Story and shows how to weave authenticity into everything your company does. He introduces four critical elements - what he calls the four truths--needed to get there:
- the protagonist (your product or company)
- the participants (your customers)
- the stage (the cultural context)
- the quest (your mission)
In the book Montague also explains how to weave these truths into a coherent whole, which then can be leveraged through action. You'll read insider examples of how cutting-edge organizations--Spike, Target, Shaklee, Grind, even Microsoft--effectively use story to get results.


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ISBN: 9781422170687

About the Hardcover

Publisher Harvard Business School Press
Publish date 07/16/2013
Pages 240
Availability Available
ISBN-13 9781422170687
ISBN-10 1422170683
Language English

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