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

Description

All of today's indicators show that consumers are not interested in what you tell them they need. Instead, they want to know what you stand for, what your business stands for, why you do what you do, and most importantly - what you can help them become. This is a guide to first uncovering and then articulating your firm's authentic brand story.

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: 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.

"Montague gets right to the chink in the armor of storytelling: Unless the story you tell about your company is true, it is just empty words. And the way you make a story true, he says, is by "storydoing." Storydoing is telling a story through your actions." -- strategy+business magazine "An original take on using story to convey your brand promises, True Story will provide you with the answer." -- 800 CEO READ ADVANCE PRAISE for True Story: Brad Jakeman, President, Global Beverages Group, PepsiCo, Inc.-- "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, Partner, Fuse Project; coauthor, What's Mine Is Yours-- "Who better to write about the power of story than Ty Montague? As relevant to CEOs as it is to CMOs, True Story leads the reader step by step through the process of combining product and narrative into one meaningful and unforgettable consumer experience." Danielle Tiedt, CMO, YouTube-- "In an age where just communicating your brand isn't enough, Ty Montague has given businesses a way to think about brand building from the bottom up. True Story outlines a four-step process to discover your company's unique story and then explains how to fold that story into every action you take. An essential guide for any company looking to grow its business." Peter Sachse, Chief Stores Officer, Macy's-- "The power of 'storydoing' shouldn't be underestimated. If you consistently define your brand through action, your brand will take vivid shape in every consumer's mind. Ty Montague has done a great job creating a path that any company can use to reach its goals." David Webster, General Manager, Marketing Strategy, Microsoft Corporation-- "Unlike so many books that simply collect case studies that you can't apply to your own situation, Ty Montague's book provides a blueprint and a road map for putting these insights into action. The power to uncover your own brand narrative--and live it--is in your hands right now."