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

by Ty Montague Narrated by Sean Runnette

Overview

Today's most successful businesses are storydoers. They 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.

Editorial Reviews

From the Publisher

“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.”

AUGUST 2014 - AudioFile

Sean Runnette’s thoughtful, fluid performance creates a soothing space for listeners to hear this important book, which is about how businesses can be more successful by aligning everything the organization does with its true soul. The author’s message is revolutionary: Instead of traditional marketing, storytelling to sell products, he says companies should put more energy into “story-doing”—living an identity that is obvious to consumers and that shows them how their lives will change when they start associating with the company’s products. Red Bull’s identity, for example, is not just selling energy drinks; it’s about bringing consumers into a lifestyle that is adventurous, risk-taking, and masculine. With phrasing that allows every cutting-edge idea to reach the ear with pizzazz, Runnette’s performance makes this a thoroughly absorbing, must-hear audio. T.W. Winner of AudioFile Earphones Award © AudioFile 2014, Portland, Maine

Product Details

BN ID:	2940170069408
Publisher:	HighBridge Company
Publication date:	05/14/2014
Edition description:	Unabridged

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