Description:
Today's most successful businesses are storydoers. They 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.
Brief description:
Ty Montague is a founder of co: collective, a consultancy that helps clients develop their strategy and brand story using the principles of storydoing. The framework and several of the cases presented in True Story are based on what co: collective does for businesses of all sizes. Ty's work helping companies transform themselves has been featured in a cover story in Fast Company magazine. He is a frequent speaker and guest lecturer on creativity and innovation at leading business schools, including the Wharton School, NYU Stern School of Business, and Columbia Business School. He has been named one of the top ten creative minds in business by Fast Company.
Review Quotes:
"Gone are the days when marketers can simply tell people what a brand stands for. More than ever, consumers demand authenticity and transparency. True Story is an insightful and compelling review of what it takes to build brands and businesses today."
-- "Roo Rogers, coauthor, What's Mine Is Yours"