True Story: How to Combine Story and Action to Transform Your Business

People are no longer interested in just hearing your story; they want to see you living out your story, according to Ty Montague in this book. People are not interested in buying products; they want to take actions that advance their own metastory. Social media and the rise of the networked world have created opportunities for companies to become much more efficient, not by communicating differently, but by actually behaving differently--taking innovative action that tells a clear story and letting the network spread that story.So, how do you go about "storydoing" rather than just "storytelling"? Red Bull is an example of a company that replaces storytelling (traditional advertising) with storydoing, demonstrating the Red Bull ethos by staging and sponsoring a range of sporting and high-adrenaline events. According to the author, there are four key truths that need to be explored and understood to determine yourorganisation's metastory which you then need to live out by storydoing:* The truth about the participants: what their stories are, and how the organisation's story interacts with theirs* The truth about the protagonist: the organisation's current strengths and weaknesses, opportunities and challenges* The truth about the stage: the broader economic, cultural, technological and competitive context in which the organisation operates* The truth about the quest: the aspirational mission of your organisation, apart from making moneyIs this book useful for all organisations, or is it just useful for a few that follow a particular philosophy? It seems to me that plenty of organisations get by without telling or living out an interesting or coherent story. Nonetheless, in a world in which sustainable competitive advantage is increasingly elusive, the path advocated by the author seems to offer genuine opportunities.

I have only read the introduction and part of the first chapter. But I had learned so much I simply had to stop reading and assimilate for awhile. For me this is a revelation. My business is unique in that our target is CEO's and business owners. These guys don't spend much time on twitter or facebook nor do they seek advice from search engines when seeking new relationships with consulting firms. I have been trying to figure out a way to plant ourselves firmly in their psyche for a long time. None of the 'hot stuff' in marketing and advertising did us any good. Plus we don't have millions to invest in advertising, so the "old stuff" did us no good either. But I always knew I was missing something because others did it. My only hope was the answer didn't turn out to be pure luck. This book finally hits the nail on the head. Luck may still play a role, but story will get us much further along the path than we are now. IF this book doesn't degenerate into the generic 'filler' formula for the rest of the book, it could well turn into a classic. Even if it fails to keep up its heady pace, the first few pages is worth the cost of admission. If you went to a marketing consultant, you could bankrupt yourself before you heard anything this good. I know. I've test driven that approach for years.

True Story: How to Combine Story and Action to Transform Your Business takes the reader to a place of understanding of how to guide a brand in taking its meaningful actions and behaviors to build an awareness of these efforts that then becomes a part of an identified audience's everyday lexicon. Montague has shared his brilliant thinking and knowledge in a way that resembles the open source concept - a philosophy that promotes a universal access via free license to a product's design or blueprint.From his chapters on Storydoing and the Four Truths to Your Story and Action Map, Montague guides the reader with rich details that help define his ideas and provides tangible, actionable constructs to help readers begin to conceptualize this within their own endeavors. What is remarkable, too, is that Montague is helping companies be authentic, to genuinely express what is important to them. In the long term, this may help companies become even better world citizens.Bottom line: it won't be long until storydoing becomes the centerpiece of most growth strategies, thanks to the type of leadership whereby a person, such as Montague, is willing to share knowledge he has gained through his own creative efforts over many years.

I came across this book through an article that studied Red Bull`s origins and their approach to 'Story-based' marketing. As a marketer trying establish a brand on a small budget, this appealed to me immediately. I looked it up on Amazon and see well-written reviews that recommend it strongly. In my naiveté, I run off, download it to my kindle and settle down that night to read it.The introduction is great. Some nice examples and the concept of 'story doing' is explained well. I am excited about the what comes next.I should have stopped right there. The rest of the book is utterly banal. It uses common examples and offers obvious insights.As this has been a recurring theme lately, I decide to look into the reviews. The top review is from an 'Amazon top 100' reviewer. A 'hall-of-famer'. This man has reviewed about 2800 (!) books and almost all of them are long, articulate 5-stars reviews. Amazing! He should do this for a living. But then again, since he is a 'freelance business writer', one doesn't have to use their imaginations to figure out what that means.Sorely disappointed and I will be seeking a refund.

This is a very thoughtful piece and has a lot more deeper thinking in it than I originally expected when I first picked it up. I wasn't sure if I was going to find a book about writing mission statements. This turned out to be a lot more.Ty has really thought about this space and he understands the implications deeply. It's a great read and very helpful

Ty found a very interesting story to tell. Most of all, he has been able to craft a theory and to prove that it works.Working on your startup? Your idea? Need to start to push things forward smart and beyond paid media? This book is for you.Only note: I found some parts eccessively long. It could have been a bit shorter.

Libro nuovissimo.l'ho scelto su indicazione.Lo consiglio per chi vuole approfondire il marketing, il costo è contenuto, e l'ho ricevuto con spedizione Prime.

El producto ha llegado en perfectas condiciones.

The basic Idea of the book is interesting, but the book in itself is 80% boring.It's a quick read, and the author mostly explain everything by telling stories.You get the idea after 25 pages, but the book is around 200pages.I would have prefer to rent it than to buy it.