True story : how to combine story and action to transform your business / by Ty Montague
By: Montague, Ty.Publisher: Boston, M.A. : Harvard Business Review Press, 2013Description: 224 p. : ill. ; 24 cm.ISBN: 9781422170687.Subject(s): Brands | Marketing | Communication of information
|Item type||Home library||Call number||Status||Date due||Item reserves|
|Book||Australia||203 MON 2013 (Browse shelf)||Available|
|Book||New Zealand||224 TRU (Browse shelf)||Available|
Your true story -- Storydoing and the four truths -- The participants -- The protagonist -- The stage -- The quest -- Your metastory and action map
Argues that telling stories in order to market a business is no longer enough, and instead companies must be "storydoers". "Storydoers" create products and services that tell an authentic story through action rather than advertising. Introduces the foundations of "storydoing", and recounts a number of stories from organisations such as Red Bull.