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True Story: How to Combine Story and Action to Transform Your Business ハードカバー – イラスト付き, 2013/7/16
英語版
Ty Montague
(著)
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購入オプションとあわせ買い
Is your company a storytelleror a storydoer?
The old way to market a business was storytelling. 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 storyone told primarily through action, not advertising. In True Story, creative executive Ty Montague argues that any business, regardless of size or industry, can embrace the principles of storydoing. Indeed, our best-run companiesfrom small start-ups to global conglomeratesorganize around a coherent narrative that is then broadcast through every action they take (from product design to customer service to marketing). Montague shows why storydoing firms are nimble, more adaptive to change, and more efficiently run businesses.
Montague is a founder of the growth consultancy co:collective 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 elementswhat he calls the the four truths and the action map”that are the foundation of storydoing:
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)
your action map (the actions that will make your story real for participants)
The book is filled with examples of how forward-thinking organizationsincluding Red Bull, Shaklee, Grind, TOMS Shoes, and News Corporationare effectively using storydoing to transform their organizations and drive extraordinary results.
The old way to market a business was storytelling. 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 storyone told primarily through action, not advertising. In True Story, creative executive Ty Montague argues that any business, regardless of size or industry, can embrace the principles of storydoing. Indeed, our best-run companiesfrom small start-ups to global conglomeratesorganize around a coherent narrative that is then broadcast through every action they take (from product design to customer service to marketing). Montague shows why storydoing firms are nimble, more adaptive to change, and more efficiently run businesses.
Montague is a founder of the growth consultancy co:collective 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 elementswhat he calls the the four truths and the action map”that are the foundation of storydoing:
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)
your action map (the actions that will make your story real for participants)
The book is filled with examples of how forward-thinking organizationsincluding Red Bull, Shaklee, Grind, TOMS Shoes, and News Corporationare effectively using storydoing to transform their organizations and drive extraordinary results.
- 本の長さ240ページ
- 言語英語
- 出版社Harvard Business Review Press
- 発売日2013/7/16
- 寸法16.51 x 2.29 x 23.88 cm
- ISBN-101422170683
- ISBN-13978-1422170687
商品の説明
レビュー
Montague gets right to the chink in the armor of storytelling: Unless the story you tell about your company is true, it is just empty words. And the way you make a story true, he says, is by storydoing.” Storydoing is telling a story through your actions.” strategy+business magazine
An original take on using story to convey your brand promises, True Story will provide you with the answer.” 800 CEO READ
ADVANCE PRAISE for True Story:
Brad Jakeman, President, Global Beverages Group, PepsiCo, Inc.
Gone are the days when marketers can simply tell people what a brand stands for. More than ever, consumers demand authenticity and transparency. True Story is an insightful and compelling review of what it takes to build brands and businesses today.”
Roo Rogers, Partner, Fuse Project; coauthor, What’s Mine Is Yours
Who better to write about the power of story than Ty Montague? As relevant to CEOs as it is to CMOs, True Story leads the reader step by step through the process of combining product and narrative into one meaningful and unforgettable consumer experience.”
Danielle Tiedt, CMO, YouTube
In an age where just communicating your brand isn’t enough, Ty Montague has given businesses a way to think about brand building from the bottom up. True Story outlines a four-step process to discover your company’s unique story and then explains how to fold that story into every action you take. An essential guide for any company looking to grow its business.”
Peter Sachse, Chief Stores Officer, Macy’s
The power of storydoing’ shouldn’t be underestimated. If you consistently define your brand through action, your brand will take vivid shape in every consumer’s mind. Ty Montague has done a great job creating a path that any company can use to reach its goals.”
David Webster, General Manager, Marketing Strategy, Microsoft Corporation
Unlike so many books that simply collect case studies that you can’t apply to your own situation, Ty Montague’s book provides a blueprint and a road map for putting these insights into action. The power to uncover your own brand narrativeand live itis in your hands right now.”
An original take on using story to convey your brand promises, True Story will provide you with the answer.” 800 CEO READ
ADVANCE PRAISE for True Story:
Brad Jakeman, President, Global Beverages Group, PepsiCo, Inc.
Gone are the days when marketers can simply tell people what a brand stands for. More than ever, consumers demand authenticity and transparency. True Story is an insightful and compelling review of what it takes to build brands and businesses today.”
Roo Rogers, Partner, Fuse Project; coauthor, What’s Mine Is Yours
Who better to write about the power of story than Ty Montague? As relevant to CEOs as it is to CMOs, True Story leads the reader step by step through the process of combining product and narrative into one meaningful and unforgettable consumer experience.”
Danielle Tiedt, CMO, YouTube
In an age where just communicating your brand isn’t enough, Ty Montague has given businesses a way to think about brand building from the bottom up. True Story outlines a four-step process to discover your company’s unique story and then explains how to fold that story into every action you take. An essential guide for any company looking to grow its business.”
Peter Sachse, Chief Stores Officer, Macy’s
The power of storydoing’ shouldn’t be underestimated. If you consistently define your brand through action, your brand will take vivid shape in every consumer’s mind. Ty Montague has done a great job creating a path that any company can use to reach its goals.”
David Webster, General Manager, Marketing Strategy, Microsoft Corporation
Unlike so many books that simply collect case studies that you can’t apply to your own situation, Ty Montague’s book provides a blueprint and a road map for putting these insights into action. The power to uncover your own brand narrativeand live itis in your hands right now.”
著者について
Ty Montague is a founder of co:collective, a consultancy that helps clients develop their strategy and brand story using the principles of storydoing. The framework and several of the cases presented in True Story are based on what co: does for businesses of all sizes. Ty’s work helping companies transform themselves has been featured in a cover story in Fast Company magazine. He is a frequent speaker and guest lecturer on creativity and innovation at leading business schools, including the Wharton School, NYU Stern School of Business, and Columbia Business School. He has been named one of the top ten creative minds in business by Fast Company.
登録情報
- 出版社 : Harvard Business Review Press; Illustrated版 (2013/7/16)
- 発売日 : 2013/7/16
- 言語 : 英語
- ハードカバー : 240ページ
- ISBN-10 : 1422170683
- ISBN-13 : 978-1422170687
- 寸法 : 16.51 x 2.29 x 23.88 cm
- カスタマーレビュー:
著者について
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Libro nuovissimo.
l'ho scelto su indicazione.
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l'ho scelto su indicazione.
Lo consiglio per chi vuole approfondire il marketing, il costo è contenuto, e l'ho ricevuto con spedizione Prime.
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Ty has really thought about this space and he understands the implications deeply. It's a great read and very helpful
Nicolas Bouliane
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The basic Idea of the book is interesting, but the book in itself is 80% boring.
It's a quick read, and the author mostly explain everything by telling stories.
You get the idea after 25 pages, but the book is around 200pages.
I would have prefer to rent it than to buy it.
It's a quick read, and the author mostly explain everything by telling stories.
You get the idea after 25 pages, but the book is around 200pages.
I would have prefer to rent it than to buy it.
Kevin Anding
5つ星のうち4.0
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