by 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 story in the hope that customers will listen is no longer enough. Instead, your story must be expressed through every action your organization takes.
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. Indeed, the best run companies—from small startups to global conglomerates—organize around a coherent narrative that is then expressed through every action they take, from product design to customer service to marketing. Storydoing firms are more nimble, more adaptive to change, and more efficient businesses.
True Story 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.