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True Story: How to Combine Story and Action to Transform Your Business [Audiobook] [Englisch] [Audio CD]

Ty Montague , Sean Runnette

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Die hilfreichsten Kundenrezensionen auf (beta) 4.4 von 5 Sternen  13 Rezensionen
11 von 11 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen How to avoid organizational metastasis, especially during the Age of Connected Consumers 8. Juli 2013
Von Robert Morris - Veröffentlicht auf
Format:Gebundene Ausgabe
If you wish to create or increase demand for whatever you offer, prospective buyers will probably base their purchase decision on how you answer these three questions:

1. "Who are you?": Are you reliable, dependable, ethical, etc.?
2. "What do you do?": Can you solve my specific problem?

And most importantly,

3. "Why should I care?": What makes you different? Better?

Most marketers are very adept when answering the first two but frequently stumble when attempting to answer the third because they lack the storyteller's skills and thus cannot articulate what Ty Montague characterizes as "the four truths "of a metastory: the truth about the participants (your prospective customers), the truth about the protagonist (your company), the truth about the stage (the world your company shares with its customers), and the truth about the quest ("the aspirational mission of your company, brand, or product beyond making money...the higher ideal or human goal you have as a business"). These four truths serve as the pillars, the foundation of a metastory: not of what you have been or are now but what your company wants to become as a business. The ultimate objective is to achieve metacognition, a high level of "knowing about knowing."

I first encountered the term in graduate school when exploring several of Aristotle's works in which he shares his thoughts about metacognition, incubation, idea generation and association, creative problem solving, He was among the first to recognize the significance of intuition and self-actualization within the creative process. I was reminded of that extended encounter with Aristotle's insights as I worked my way through Montague's explanation of "how to combine story and action to transform your business." It is at least as important for your people to gain and enrich metacognition as it is for your customers to do so.

There was a time, for example, when everyone who then worked for JCPenney knew about James Cash Penney and his first store, "The Golden Rule," in Kemmerer, Wyoming. There was also a time when everyone who worked for McDonald's knew about Ray Kroc's first store in Des Plaines, Illinois. He cleaned all its windows inside and out each day and patrolled the immediate area to pick up any litter. The same can be said of Dave Thomas and Wendy's. Yes, these are folk tales but they also have great power when affirming values of importance to employees as well as those whom they are privileged to serve.

These are among the dozens of passages of special interest and value to me:

o Metastory: A Definition, and, Why Does Metastory Matter in Business? (8-11)
o The Strange Tale of Hummer (25-29)
o The Story of De Beers and the Right-Hand Ring (46-50)
o The Four Truths and Metastory (50-56)
o Researching the Participants in Your Story (63-65)
o Looking at the Problem Through the Eyes of Participants 67-69)
o News Corporation Enters the Education Business (79-82)
o Big Challenges (84-87)

"Five Things You Need to Do to Discover the Truth About Your [fill in blank]"

o Participants (74-76)
o Protagonist (103-108)
o Stage (126-130)
o Quest (154-159)
o Your Metastory and Create Your Action Map (192-194)

o Putting the "Doing" in Storydoing: Creating Your Action Map (167-169)
o Grind Action Principles (181-183)
o Storydoing and Leadership (202-204)
o Apply the Lessons to Your Business (205-208)

Montague correctly stresses the importance of both a compelling narrative and anchoring it in human experience with deeds as well as words. That's what Thomas Edison had in mind when insisting that "vision without execution is hallucination." When reviewing the Key Concepts to Take Away from Reading This Book, Montague observes, "Storydoing, not storytelling, is the most efficient way to tell your company's story today -- compelling stories are what people like to talk about to each other. A company that knows its own metastory and can translate it to action will thrive. Companies that don't will struggle." It is imperative to keep in mind that sharing a compelling and truthful metastory without bringing it to life with action is insufficient. Worse yet, sharing a compelling but dishonest metastory reveals or expedites organizational metastasis, especially now in the Age of Connected Consumers.
5 von 5 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen How to connect with customers by living out a compelling story 5. Juli 2013
Von John Gibbs - Veröffentlicht auf
Format:Kindle Edition|Verifizierter Kauf
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 your
organisation'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 money

Is 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.
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Storydoing at the Heart of Ty Montague's True Story 19. Juli 2013
Von Sarah E. Goodwin - Veröffentlicht auf
Format:Gebundene Ausgabe|Verifizierter Kauf
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.
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Break Thru the Clutter 19. Juli 2013
Von Robert Ellis - Veröffentlicht auf
Format:Gebundene Ausgabe|Verifizierter Kauf
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.
5.0 von 5 Sternen A Million Bucks Worth of Advice Between Two Covers 12. August 2014
Von Jacquelyn A. Ottman - Veröffentlicht auf
Format:Gebundene Ausgabe
I've read a lot of business books over the years. Maybe it's because I needed something like it when I happened to pick it up, but I thank my lucky stars that I did. Rather than write a conventional business plan for my start-up, I decided to invest some serious time actually following the steps that Ty lays out for figuring out my business's "Meta Story". Took a dedicated three-day weekend, but at the end of it, I had more insights about what my business was about, for whom, and how we could further distinguish ourselves long into the future than 2.5 years worth of tinkering with the business up until then. Now, if I only had the money to hire Ty and his Co to help me execute. But for $20 - this book is a steal -- a million dollars worth of advice in two covers. Thanks Ty!
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