ISBN 9781422170687,True Story : How To Combine Story And Action To Transform Your Business

True Story : How To Combine Story And Action To Transform Your Business



Harvard Universal Press

Publication Year 2013

ISBN 9781422170687

ISBN-10 1422170683


Number of Pages 224 Pages
Language (English)


Is your company a story teller or a story doer? The old way to market a business was story telling. 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. Today's most successful businesses are storydoers. These companies 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 T. Y. Montague argues that any business, regardless of size or industry, can embrace the principles of story doing. Montague shows why story doing firms are nimble, more adaptive to change and more efficiently run businesses. Montague is a founder of the growth consultancy cocollective and the former president and CCO of J. Walter Thompson, the largest advertising agency in North America. He brings his depth of creative business experience to the book and provides a clear framework and proven process for bringing you and your customers together in the creation of your brand story. Montague introduces five critical elements what he calls the the four truths and the action map that are the foundation of story doing: the participants (your customers, partners and employees), the protagonist (your company today), the stage (the world around your business), the quest (your driving ambition and contribution to the world) and your action map (the actions that will make your story real for participants). The book is filled with examples of how forward thinking organizations including Red Bull, Shaklee, Grind, TOMS Shoes and News Corporation are effectively using story doing to transform their organizations and drive extraordinary results