By Ty Montague, Harvard Business Press Books, 2013
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. Montague shows why storydoing firms are nimble, more adaptive to change, and more efficiently run businesses.