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

Ty Montague

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.

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Book Information

Publisher: Harvard Business School Press
Publish Date: 07/15/2013
Pages: 240
ISBN-13: 9781422170687
ISBN-10: 1422170683
Language: English

What We're Saying

December 11, 2013

Over the course of this week, we will be posting the shortlist selections for our 8 business book categories: General Business, Leadership, Management, Innovation/Creativity, Small Business/Entrepreneurship, Marketing/Sales, Personal Development, Finance. On Monday, December 16th, we'll announce the 8 category winners! In early January, the overall winner of the 2013 800-CEO-READ Business Book Awards will be awarded, so stay tuned to The Daily Blog for all the good news. READ FULL DESCRIPTION

July 17, 2013

"Metastory is a story that is told through action. It is not a story that you say, it's a story that you do. Every individual has one. READ FULL DESCRIPTION

Full Description

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.

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