PDF Ebook True Story: How to Combine Story and Action to Transform Your Business, by Ty Montague
True Story: How To Combine Story And Action To Transform Your Business, By Ty Montague. Haggling with reviewing routine is no demand. Reading True Story: How To Combine Story And Action To Transform Your Business, By Ty Montague is not sort of something marketed that you can take or otherwise. It is a point that will certainly alter your life to life a lot better. It is the thing that will make you several things all over the world and also this cosmos, in the real life as well as here after. As exactly what will be offered by this True Story: How To Combine Story And Action To Transform Your Business, By Ty Montague, exactly how can you bargain with the important things that has lots of advantages for you?
True Story: How to Combine Story and Action to Transform Your Business, by Ty Montague
PDF Ebook True Story: How to Combine Story and Action to Transform Your Business, by Ty Montague
True Story: How To Combine Story And Action To Transform Your Business, By Ty Montague. Reviewing makes you a lot better. Which says? Lots of smart words state that by reading, your life will be better. Do you believe it? Yeah, verify it. If you need the book True Story: How To Combine Story And Action To Transform Your Business, By Ty Montague to read to verify the sensible words, you can visit this web page perfectly. This is the site that will supply all the books that possibly you require. Are guide's collections that will make you feel interested to read? One of them right here is the True Story: How To Combine Story And Action To Transform Your Business, By Ty Montague that we will recommend.
As recognized, adventure as well as encounter regarding driving lesson, enjoyment, as well as knowledge can be acquired by only reading a publication True Story: How To Combine Story And Action To Transform Your Business, By Ty Montague Even it is not straight done, you could understand more about this life, concerning the world. We offer you this correct as well as simple means to obtain those all. We provide True Story: How To Combine Story And Action To Transform Your Business, By Ty Montague and also several book collections from fictions to scientific research in any way. Among them is this True Story: How To Combine Story And Action To Transform Your Business, By Ty Montague that can be your companion.
Exactly what should you think much more? Time to get this True Story: How To Combine Story And Action To Transform Your Business, By Ty Montague It is very easy after that. You could only sit as well as remain in your location to get this book True Story: How To Combine Story And Action To Transform Your Business, By Ty Montague Why? It is on the internet book establishment that provide many collections of the referred publications. So, merely with web connection, you can take pleasure in downloading this publication True Story: How To Combine Story And Action To Transform Your Business, By Ty Montague as well as varieties of publications that are hunted for now. By going to the link page download that we have supplied, guide True Story: How To Combine Story And Action To Transform Your Business, By Ty Montague that you refer a lot can be found. Merely save the requested book downloaded and after that you could take pleasure in guide to review each time as well as location you want.
It is quite simple to check out the book True Story: How To Combine Story And Action To Transform Your Business, By Ty Montague in soft documents in your gadget or computer system. Again, why must be so hard to obtain the book True Story: How To Combine Story And Action To Transform Your Business, By Ty Montague if you can pick the easier one? This internet site will certainly reduce you to choose and also pick the very best cumulative books from one of the most ideal vendor to the launched book just recently. It will constantly upgrade the compilations time to time. So, hook up to internet and visit this website always to obtain the brand-new book daily. Now, this True Story: How To Combine Story And Action To Transform Your Business, By Ty Montague is all yours.
Is your company a storyteller—or 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 story—one 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 companies—from small start-ups to global conglomerates—organize 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 elements—what 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 organizations—including Red Bull, Shaklee, Grind, TOMS Shoes, and News Corporation—are effectively using storydoing to transform their organizations and drive extraordinary results.
- Sales Rank: #604420 in eBooks
- Published on: 2013-06-25
- Released on: 2013-06-25
- Format: Kindle eBook
Review
“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 narrative—and live it—is in your hands right now.”
About the Author
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.
Most helpful customer reviews
13 of 13 people found the following review helpful.
How to avoid organizational metastasis, especially during the Age of Connected Consumers
By Robert Morris
If you wish to create or increase demand for whatever you offer, prospective buyers will probably base their purchase decision on how you answer these three questions:
1. "Who are you?": Are you reliable, dependable, ethical, etc.?
2. "What do you do?": Can you solve my specific problem?
And most importantly,
3. "Why should I care?": What makes you different? Better?
Most marketers are very adept when answering the first two but frequently stumble when attempting to answer the third because they lack the storyteller's skills and thus cannot articulate what Ty Montague characterizes as "the four truths "of a metastory: the truth about the participants (your prospective customers), the truth about the protagonist (your company), the truth about the stage (the world your company shares with its customers), and the truth about the quest ("the aspirational mission of your company, brand, or product beyond making money...the higher ideal or human goal you have as a business"). These four truths serve as the pillars, the foundation of a metastory: not of what you have been or are now but what your company wants to become as a business. The ultimate objective is to achieve metacognition, a high level of "knowing about knowing."
I first encountered the term in graduate school when exploring several of Aristotle's works in which he shares his thoughts about metacognition, incubation, idea generation and association, creative problem solving, He was among the first to recognize the significance of intuition and self-actualization within the creative process. I was reminded of that extended encounter with Aristotle's insights as I worked my way through Montague's explanation of "how to combine story and action to transform your business." It is at least as important for your people to gain and enrich metacognition as it is for your customers to do so.
There was a time, for example, when everyone who then worked for JCPenney knew about James Cash Penney and his first store, "The Golden Rule," in Kemmerer, Wyoming. There was also a time when everyone who worked for McDonald's knew about Ray Kroc's first store in Des Plaines, Illinois. He cleaned all its windows inside and out each day and patrolled the immediate area to pick up any litter. The same can be said of Dave Thomas and Wendy's. Yes, these are folk tales but they also have great power when affirming values of importance to employees as well as those whom they are privileged to serve.
These are among the dozens of passages of special interest and value to me:
o Metastory: A Definition, and, Why Does Metastory Matter in Business? (8-11)
o The Strange Tale of Hummer (25-29)
o The Story of De Beers and the Right-Hand Ring (46-50)
o The Four Truths and Metastory (50-56)
o Researching the Participants in Your Story (63-65)
o Looking at the Problem Through the Eyes of Participants 67-69)
o News Corporation Enters the Education Business (79-82)
o Big Challenges (84-87)
"Five Things You Need to Do to Discover the Truth About Your [fill in blank]"
o Participants (74-76)
o Protagonist (103-108)
o Stage (126-130)
o Quest (154-159)
o Your Metastory and Create Your Action Map (192-194)
o Putting the "Doing" in Storydoing: Creating Your Action Map (167-169)
o Grind Action Principles (181-183)
o Storydoing and Leadership (202-204)
o Apply the Lessons to Your Business (205-208)
Montague correctly stresses the importance of both a compelling narrative and anchoring it in human experience with deeds as well as words. That's what Thomas Edison had in mind when insisting that "vision without execution is hallucination." When reviewing the Key Concepts to Take Away from Reading This Book, Montague observes, "Storydoing, not storytelling, is the most efficient way to tell your company's story today -- compelling stories are what people like to talk about to each other. A company that knows its own metastory and can translate it to action will thrive. Companies that don't will struggle." It is imperative to keep in mind that sharing a compelling and truthful metastory without bringing it to life with action is insufficient. Worse yet, sharing a compelling but dishonest metastory reveals or expedites organizational metastasis, especially now in the Age of Connected Consumers.
6 of 6 people found the following review helpful.
How to connect with customers by living out a compelling story
By John Gibbs
People are no longer interested in just hearing your story; they want to see you living out your story, according to Ty Montague in this book. People are not interested in buying products; they want to take actions that advance their own metastory. Social media and the rise of the networked world have created opportunities for companies to become much more efficient, not by communicating differently, but by actually behaving differently--taking innovative action that tells a clear story and letting the network spread that story.
So, how do you go about "storydoing" rather than just "storytelling"? Red Bull is an example of a company that replaces storytelling (traditional advertising) with storydoing, demonstrating the Red Bull ethos by staging and sponsoring a range of sporting and high-adrenaline events. According to the author, there are four key truths that need to be explored and understood to determine your
organisation's metastory which you then need to live out by storydoing:
* The truth about the participants: what their stories are, and how the organisation's story interacts with theirs
* The truth about the protagonist: the organisation's current strengths and weaknesses, opportunities and challenges
* The truth about the stage: the broader economic, cultural, technological and competitive context in which the organisation operates
* The truth about the quest: the aspirational mission of your organisation, apart from making money
Is this book useful for all organisations, or is it just useful for a few that follow a particular philosophy? It seems to me that plenty of organisations get by without telling or living out an interesting or coherent story. Nonetheless, in a world in which sustainable competitive advantage is increasingly elusive, the path advocated by the author seems to offer genuine opportunities.
2 of 2 people found the following review helpful.
Break Thru the Clutter
By Robert Ellis re@elliscpa.us
I have only read the introduction and part of the first chapter. But I had learned so much I simply had to stop reading and assimilate for awhile. For me this is a revelation. My business is unique in that our target is CEO's and business owners. These guys don't spend much time on twitter or facebook nor do they seek advice from search engines when seeking new relationships with consulting firms. I have been trying to figure out a way to plant ourselves firmly in their psyche for a long time. None of the 'hot stuff' in marketing and advertising did us any good. Plus we don't have millions to invest in advertising, so the "old stuff" did us no good either. But I always knew I was missing something because others did it. My only hope was the answer didn't turn out to be pure luck. This book finally hits the nail on the head. Luck may still play a role, but story will get us much further along the path than we are now. IF this book doesn't degenerate into the generic 'filler' formula for the rest of the book, it could well turn into a classic. Even if it fails to keep up its heady pace, the first few pages is worth the cost of admission. If you went to a marketing consultant, you could bankrupt yourself before you heard anything this good. I know. I've test driven that approach for years.
True Story: How to Combine Story and Action to Transform Your Business, by Ty Montague PDF
True Story: How to Combine Story and Action to Transform Your Business, by Ty Montague EPub
True Story: How to Combine Story and Action to Transform Your Business, by Ty Montague Doc
True Story: How to Combine Story and Action to Transform Your Business, by Ty Montague iBooks
True Story: How to Combine Story and Action to Transform Your Business, by Ty Montague rtf
True Story: How to Combine Story and Action to Transform Your Business, by Ty Montague Mobipocket
True Story: How to Combine Story and Action to Transform Your Business, by Ty Montague Kindle
Tidak ada komentar:
Posting Komentar