What's Your Story? Storytelling to Move Markets, Audiences, People, and Brands (paperback) by Ryan D. MathewsWhat's Your Story? Storytelling to Move Markets, Audiences, People, and Brands (paperback) by Ryan D. Mathews

What's Your Story? Storytelling to Move Markets, Audiences, People, and Brands (paperback)

byRyan D. Mathews, Watts Wacker

Paperback | August 20, 2007

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“As usual these two future-finders have their fi ngers on the pulse of what’s happening--and what we need to know about. In every business, in every organization, the seven most important words these days are: ‘But wait! A story goes with it!’ You need to read this book to fi nd out why.”

—Alan Webber, Co-founder, Fast Company magazine


“A great story sparks our imagination, challenges us to think, and resonates with our collective conscience. Ryan Mathews and Watts Wacker’s story about telling stories does exactly this. It is an essential guidebook for capturing and conveying the essence of corporate identities and enriching brands.”

—Paul A. Laudicina, Managing Officer and Chairman of the Board, A.T. Kearney


Storytelling is the universal human activity.Every society, at every stage of history, has told stories–and listened to them intently, passionately. Stories are how people tell each other who they are, where they came from, how they’re unique, what they believe. Stories capture their memories of the past and their hopes for the future. Stories are one more thing, too: They are your most powerful, most underutilized tool for competitive advantage.Whether you know it or not, your business is already telling stories. What’s Your Story? will help you take control of those stories and make them work for you. Legendary business thinkers Ryan Mathews and Watts Wacker reveal how to craft an unforgettable story…create the back story that makes it believable…make sure your story cuts through today’s relentless bombardment of consumer messages…and gets heard, remembered, and acted on.


    Discovering what stories can do for your business
    Telling stories when the past no longer defines the future
      Leveraging themes your audiences will understand and believe
      Storytelling for your industry, your company, your brand, and you
      Making your stories more compelling, more believable, and downright unforgettable

    Use Storytelling to Gain Powerful Competitive Advantage in Today’s Increasingly Skeptical Marketplace

    • Leverage the incredible power of storytelling in marketing, sales, investor relations, recruitment, change management, and more
    • Indispensable techniques for every CxO, entrepreneur, and marketing, sales, and communications executive
    • The latest breakthrough book from best-selling futurists Ryan Mathews and Watts Wacker
RYAN MATHEWS, founder and CEO of Black Monk Consulting, is a globally recognized futurist, speaker, strategist, storyteller, author, consultant, and the pioneer of the field of corporate cultural ecology. Wired magazine has called him a philosopher of e-commerce, and American Demographics named him “the futurist to watch” in a study of...
Title:What's Your Story? Storytelling to Move Markets, Audiences, People, and Brands (paperback)Format:PaperbackDimensions:240 pages, 8.9 × 6 × 0.6 inPublished:August 20, 2007Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0132312018

ISBN - 13:9780132312011


Table of Contents

Introduction 1 

1                 The Story of Stories 5

2                 Truth Stories Versus True Stories 17

3                 The 10 Functions of Storytelling 26

4                 The Abolition of Context  38

5                 Who Owns Your Brand? 45

6                 Five Critical Story Themes 66

7                 Five Stages of Business Evolution 83

8                 Applied Storytelling 101: Industries 98

9                 Applied Storytelling 101:  The Corporation 112

10               Applied Storytelling 101: The Brand 132

11               Applied Storytelling 101: The Individual 154

12               The Storyteller’s Toolbox 168

Epilogue       A New Story for a New Century 185

Endnotes  189