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True Story: How to Combine Story and Action to Transform Your Business Hardcover – July 16, 2013
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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 narrativeand live itis in your hands right now.”
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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.
Ty has really thought about this space and he understands the implications deeply. It's a great read and very helpful
From his chapters on Storydoing and the Four Truths to Your Story and Action Map, Montague guides the reader with rich details that help define his ideas and provides tangible, actionable constructs to help readers begin to conceptualize this within their own endeavors. What is remarkable, too, is that Montague is helping companies be authentic, to genuinely express what is important to them. In the long term, this may help companies become even better world citizens.
Bottom line: it won't be long until storydoing becomes the centerpiece of most growth strategies, thanks to the type of leadership whereby a person, such as Montague, is willing to share knowledge he has gained through his own creative efforts over many years.