Contents Preface ix Acknowledgments xi Part One: The Elements of Your Story ONE Why Bother with Storytelling? The Payoff Is Executive Presence 3 TWO Find the Villain to Uncover the Story and Make Your Company the “Hero” 5 THREE Travel to Your Islands: The Key Elements of Messages 18 FOUR Brand with the Heart: Because Consumers Often Think Products Have One 32 FIVE Why Stories Resonate: Neuroscience Meets Homer 40 SIX Examples of Great Business Stories: The Formulas in Action 50 Part Two: How to Tell Your Story SEVEN The Pictures Are Better on Radio or Podcasts: Especially with Sound Bites, Rhythm, and Brevity 61 EIGHT How to Compose a Compelling Story, in Person or on Video: A Dose of Dickens and a Splash of Casablanca 69
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