What's Your Story?: Storytelling to Move Markets, Audiences, People, and Brands

Ryan Mathews , Watts Wacker



“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 breakt

What will you learn from this book

  1. The Power of Storytelling:

    • The book likely emphasizes the significant impact storytelling can have on various aspects, including marketing, audience engagement, and brand perception.
  2. Connecting with Audiences:

    • Effective storytelling is about creating connections. The book may discuss how compelling narratives resonate with audiences on an emotional level.
  3. Building Brand Identity:

    • Storytelling is a powerful tool for building and shaping brand identity. The book might explore how stories contribute to a brand's personality and perception.
  4. Understanding Markets Through Narratives:

    • The book may discuss how narratives and stories can be used to understand market trends and consumer behaviors, providing valuable insights for businesses.
  5. Creating Memorable Experiences:

    • Engaging stories have the potential to create memorable experiences for audiences. The book might provide insights into crafting narratives that leave a lasting impression.
  6. Strategic Storytelling:

    • The book may delve into the strategic aspects of storytelling, including how to align narratives with business goals and objectives.
  7. Authenticity and Transparency:

    • Authentic storytelling involves transparency and honesty. The book could highlight the importance of genuine narratives in building trust with audiences.
  8. Adapting Stories for Different Platforms:

    • With the variety of communication channels available, the book may discuss how to adapt and tailor stories for different platforms and media.
  9. Engaging People in Change:

    • Storytelling is often employed to communicate and guide people through change. The book might explore how narratives can be used effectively in change management.
  10. Continuous Story Evolution:

    • The book may stress the idea that storytelling is not static. Instead, it evolves over time to remain relevant and resonate with changing audiences.
Language English
ISBN-10 0132277425
ISBN-13 9780132277426
No of pages 222
Font Size Medium
Book Publisher Financial Times
Published Date 20 Aug 2007

About Author

Author : Ryan Mathews, Watts Wacker

1 Books

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