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Winning the story wars : why those who tell--and live--the best stories will rule the future

Author: Jonah Sachs
Publisher: Boston, Mass. : Harvard Business Press, [2012] ©2012
Edition/Format:   eBook : Document : English : [Academic Subscription]View all editions and formats
Summary:
"The story wars are all around us. They are the struggle to be heard in a world of media noise and clamor. Today, most brand messages and mass appeals for causes are drowned out before they even reach us. But a few consistently break through the din, using the only tool that has ever moved minds and changed behavior -- great stories. With insights from mythology, advertising history, evolutionary biology, and  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Sachs, Jonah.
Winning the story wars
(DLC) 2011053284
(OCoLC)744289992
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Jonah Sachs
ISBN: 9781422143575 1422143570
OCLC Number: 1035849457
Description: 1 online resource (viii, 264 pages) : illustrations
Contents: Part one. The broken world of storytelling. The story wars are all around us --
The five deadly sins --
The myth gap --
Marketing's dark art --
Part two. Shaping the future. Interlude: a creation myth for marketers --
Tell the truth, part I: the art of empowerment marketing --
Basic training: identifying your values --
Tell the truth, part II: the hero's journey --
Basic training: designing your core story elements --
Be interesting: freaks, cheats, and familiars --
Basic training: generating your stories --
Live the truth.
Responsibility: Jonah Sachs.

Abstract:

"The story wars are all around us. They are the struggle to be heard in a world of media noise and clamor. Today, most brand messages and mass appeals for causes are drowned out before they even reach us. But a few consistently break through the din, using the only tool that has ever moved minds and changed behavior -- great stories. With insights from mythology, advertising history, evolutionary biology, and psychology, viral storyteller and advertising expert Jonah Sachs takes readers into a fascinating world of seemingly insurmountable challenges and enormous opportunity. You'll discover how: Social media tools are driving a return to the oral tradition, in which stories that matter rise above the fray ; Marketers have become today's mythmakers, providing society with explanation, meaning, and ritual ; Memorable stories based on timeless themes build legions of eager evangelists ; Marketers and audiences can work together to create deeper meaning and stronger partnerships in building a better world ; Brands like Old Spice, The Story of Stuff, Nike, the Tea Party, and Occupy Wall Street created and sustained massive viral buzz."--Publisher.

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