True Story

How to Combine Story and Action to Transform Your Business

Business & Finance, Management & Leadership, Planning & Forecasting, Marketing & Sales
Cover of the book True Story by Ty Montague, Harvard Business Review Press
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Ty Montague ISBN: 9781422187562
Publisher: Harvard Business Review Press Publication: June 25, 2013
Imprint: Harvard Business Review Press Language: English
Author: Ty Montague
ISBN: 9781422187562
Publisher: Harvard Business Review Press
Publication: June 25, 2013
Imprint: Harvard Business Review Press
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Harvard Business Review Press

Cover of the book Design Driven Innovation by Ty Montague
Cover of the book HBR's 10 Must Reads on AI, Analytics, and the New Machine Age (with bonus article "Why Every Company Needs an Augmented Reality Strategy" by Michael E. Porter and James E. Heppelmann) by Ty Montague
Cover of the book Strategy for Sustainability by Ty Montague
Cover of the book Disrupting Digital Business by Ty Montague
Cover of the book Finance for Managers by Ty Montague
Cover of the book Build a Successful Business: The Entrepreneurship Collection (10 Items) by Ty Montague
Cover of the book The Innovator's DNA by Ty Montague
Cover of the book HBR's 10 Must Reads for CEOs (with bonus article "Your Strategy Needs a Strategy" by Martin Reeves, Claire Love, and Philipp Tillmanns) by Ty Montague
Cover of the book The Clayton M. Christensen Reader by Ty Montague
Cover of the book Standing on the Sun by Ty Montague
Cover of the book The Good Struggle by Ty Montague
Cover of the book Presentations (HBR 20-Minute Manager Series) by Ty Montague
Cover of the book Managing the Older Worker by Ty Montague
Cover of the book HBR Guide for Women at Work (HBR Guide Series) by Ty Montague
Cover of the book Entrepreneurial You by Ty Montague
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy