{"product_id":"the-storytelling-edge-9781119483359","title":"The Storytelling Edge","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eA terrific and timely book that makes a compelling case for fundamentally rethinking how your business communicates. Recommended!\u003cbr\u003e\u003cb\u003eJay Baer\u003c\/b\u003e, founder of Convince \u0026amp; Convert and author of Hug Your Haters\u003cbr\u003e\u003ci\u003e\u003cbr\u003e\u003c\/i\u003eOnce upon a time, storytelling was confused with talking at people. Not anymore. Shane and Joe are your narrators in a journey that will transform how you talk to other human beings to be more believable, relevant, compelling and unforgettable.\u003cbr\u003e\u003cb\u003eBrian Solis\u003c\/b\u003e, experience architect, digital anthropologist, best-selling author\u003c\/p\u003e \u003cp\u003eShane Snow and Joe Lazauskas spend the overwhelming majority of their time thinking, writing, and theorizing about brand storytelling - so you don''t have to. They''re smart and they know this topic inside out (and sideways). Read their book. While I can''t guarantee you''ll rise to Shane and Joe''s ridiculously obsessive level, you will be infinitely better prepared to tell your own brand''s story. Promise!\u003cbr\u003e\u003cb\u003eRebe\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003eAbout the Authors xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction xvii\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStories Matter xviii\u003c\/p\u003e \u003cp\u003eBusinesses Need to Tell Good Stories xix\u003c\/p\u003e \u003cp\u003eWorkers and Leaders Need to Tell Good Stories xx\u003c\/p\u003e \u003cp\u003eWho Are We? xx\u003c\/p\u003e \u003cp\u003eWhy This Book? xxii\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 The Power of Story 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eJacques and the Beggar 4\u003c\/p\u003e \u003cp\u003eAnd Now for Shane’s Favorite Ryan Gosling Story 5\u003c\/p\u003e \u003cp\u003eOur Brains Are Built for Story 8\u003c\/p\u003e \u003cp\u003eStories Help Us Remember 10\u003c\/p\u003e \u003cp\u003eStories Generate Empathy—at the Chemical Level 12\u003c\/p\u003e \u003cp\u003eStories Bring Us Together 14\u003c\/p\u003e \u003cp\u003eWith Great Power . . . 19\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The Elements of Great Storytelling 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eElement 1: Relatability 25\u003c\/p\u003e \u003cp\u003eElement 2: Novelty 29\u003c\/p\u003e \u003cp\u003eWhat Movie Popularity Data Tell Us about Novelty 31\u003c\/p\u003e \u003cp\u003eElement 3: Tension 35\u003c\/p\u003e \u003cp\u003eElement 4: Fluency 38\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Honing Your Storytelling Chops 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUniversal Storytelling Frameworks 43\u003c\/p\u003e \u003cp\u003eThe Ben Franklin Method for Improving Story Skills 48\u003c\/p\u003e \u003cp\u003eThe Sludge Report 52\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Transforming Business with Storytelling 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow Stories Make Products and Services Better 62\u003c\/p\u003e \u003cp\u003eStories Make Advertising Better 68\u003c\/p\u003e \u003cp\u003eStories Make Your Sales Conversions Better 71\u003c\/p\u003e \u003cp\u003eStories Make Your Hiring Process Better 73\u003c\/p\u003e \u003cp\u003eStories Build Your Brand 74\u003c\/p\u003e \u003cp\u003eHow We Built the Most Influential Content Strategy Blog on Earth 79\u003c\/p\u003e \u003cp\u003e#1: Committing to a Mission 79\u003c\/p\u003e \u003cp\u003e#2: Getting Smart about Audience 81\u003c\/p\u003e \u003cp\u003e#3: Establishing a Strategic Methodology 83\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 The Killer Formula for Building an Audience 85\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe CCO Pattern: Create, Connect, Optimize 87\u003c\/p\u003e \u003cp\u003eConnect: The Storytelling Bull’s-Eye 94\u003c\/p\u003e \u003cp\u003eCreate: The Story Funnel-Matrix 100\u003c\/p\u003e \u003cp\u003eOptimize: Cranking the Efficiency 104\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 The Brand Newsroom 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Talent Race 116\u003c\/p\u003e \u003cp\u003eThe Virtual Newsroom 118\u003c\/p\u003e \u003cp\u003eWhat Type of Newsroom Do You Prefer? 119\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 The Future of Brand Storytelling 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e#1: Breakthrough Quality Storytelling 125\u003c\/p\u003e \u003cp\u003e#2: Rigorously Strategic 128\u003c\/p\u003e \u003cp\u003e#3: Tech-Enabled and Data-Optimized 132\u003c\/p\u003e \u003cp\u003eThe Content Decision Engine 135\u003c\/p\u003e \u003cp\u003eThe Content Operating Wheel 136\u003c\/p\u003e \u003cp\u003eStrategy 138\u003c\/p\u003e \u003cp\u003ePlan 142\u003c\/p\u003e \u003cp\u003eCreate 145\u003c\/p\u003e \u003cp\u003eActivate 148\u003c\/p\u003e \u003cp\u003eOptimize 150\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 The Storytelling Habit 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSelling Storytelling Inside Your Organization 160\u003c\/p\u003e \u003cp\u003eA Culture of Storytelling 164\u003c\/p\u003e \u003cp\u003eMay the Story Force Be with You 165\u003c\/p\u003e \u003cp\u003eNotes 167\u003c\/p\u003e \u003cp\u003eIndex 169\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407063949655,"sku":"9781119483359","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119483359.jpg?v=1730498048","url":"https:\/\/bookcurl.com\/products\/the-storytelling-edge-9781119483359","provider":"Book Curl","version":"1.0","type":"link"}