The Storytelling edge:
Lazauskas, Joe
The Storytelling edge: how to transform your business, stop screaming into the void, and make people love you / by Joe Lazauskas and Shane Snow. - Hoboken, New Jersey John Wiley and Sons 2018 - xxiii, 176 pages
Acknowledgments xiii
About the Authors xv
Introduction xvii
Stories Matter xviii
Businesses Need to Tell Good Stories xix
Workers and Leaders Need to Tell Good Stories xx
Who Are We? xx
Why This Book? xxii
1 The Power of Story 1
Jacques and the Beggar 4
And Now for Shane’s Favorite Ryan Gosling Story 5
Our Brains Are Built for Story 8
Stories Help Us Remember 10
Stories Generate Empathy—at the
Chemical Level 12
Stories Bring Us Together 14
With Great Power . . . 19
2 The Elements of Great Storytelling 23
Element 1: Relatability 25
Element 2: Novelty 29
What Movie Popularity Data Tell Us about
Novelty 31
Element 3: Tension 35
Element 4: Fluency 38
3 Honing Your Storytelling Chops 41
Universal Storytelling Frameworks 43
The Ben Franklin Method for Improving Story Skills 48
The Sludge Report 52
4 Transforming Business with Storytelling 57
How Stories Make Products and Services Better 62
Stories Make Advertising Better 68
Stories Make Your Sales Conversions Better 71
Stories Make Your Hiring Process Better 73
Stories Build Your Brand 74
How We Built the Most Influential Content
Strategy Blog on Earth 79
#1: Committing to a Mission 79
#2: Getting Smart about Audience 81
#3: Establishing a Strategic Methodology 83
5 The Killer Formula for Building an Audience 85
The CCO Pattern: Create, Connect, Optimize 87
Connect: The Storytelling Bull’s-Eye 94
Create: The Story Funnel-Matrix 100
Optimize: Cranking the Efficiency 104
6 The Brand Newsroom 113
The Talent Race 116
The Virtual Newsroom 118
What Type of Newsroom Do You Prefer? 119
7 The Future of Brand Storytelling 121
#1: Breakthrough Quality Storytelling 125
#2: Rigorously Strategic 128
#3: Tech-Enabled and Data-Optimized 132
The Content Decision Engine 135
The Content Operating Wheel 136
Strategy 138
Plan 142
Create 145
Activate 148
Optimize 150
8 The Storytelling Habit 157
Selling Storytelling Inside Your Organization 160
A Culture of Storytelling 164
May the Story Force Be with You 165
Notes 167
Index 169
9781119483359
Business communication
Communication in management
658.45
The Storytelling edge: how to transform your business, stop screaming into the void, and make people love you / by Joe Lazauskas and Shane Snow. - Hoboken, New Jersey John Wiley and Sons 2018 - xxiii, 176 pages
Acknowledgments xiii
About the Authors xv
Introduction xvii
Stories Matter xviii
Businesses Need to Tell Good Stories xix
Workers and Leaders Need to Tell Good Stories xx
Who Are We? xx
Why This Book? xxii
1 The Power of Story 1
Jacques and the Beggar 4
And Now for Shane’s Favorite Ryan Gosling Story 5
Our Brains Are Built for Story 8
Stories Help Us Remember 10
Stories Generate Empathy—at the
Chemical Level 12
Stories Bring Us Together 14
With Great Power . . . 19
2 The Elements of Great Storytelling 23
Element 1: Relatability 25
Element 2: Novelty 29
What Movie Popularity Data Tell Us about
Novelty 31
Element 3: Tension 35
Element 4: Fluency 38
3 Honing Your Storytelling Chops 41
Universal Storytelling Frameworks 43
The Ben Franklin Method for Improving Story Skills 48
The Sludge Report 52
4 Transforming Business with Storytelling 57
How Stories Make Products and Services Better 62
Stories Make Advertising Better 68
Stories Make Your Sales Conversions Better 71
Stories Make Your Hiring Process Better 73
Stories Build Your Brand 74
How We Built the Most Influential Content
Strategy Blog on Earth 79
#1: Committing to a Mission 79
#2: Getting Smart about Audience 81
#3: Establishing a Strategic Methodology 83
5 The Killer Formula for Building an Audience 85
The CCO Pattern: Create, Connect, Optimize 87
Connect: The Storytelling Bull’s-Eye 94
Create: The Story Funnel-Matrix 100
Optimize: Cranking the Efficiency 104
6 The Brand Newsroom 113
The Talent Race 116
The Virtual Newsroom 118
What Type of Newsroom Do You Prefer? 119
7 The Future of Brand Storytelling 121
#1: Breakthrough Quality Storytelling 125
#2: Rigorously Strategic 128
#3: Tech-Enabled and Data-Optimized 132
The Content Decision Engine 135
The Content Operating Wheel 136
Strategy 138
Plan 142
Create 145
Activate 148
Optimize 150
8 The Storytelling Habit 157
Selling Storytelling Inside Your Organization 160
A Culture of Storytelling 164
May the Story Force Be with You 165
Notes 167
Index 169
9781119483359
Business communication
Communication in management
658.45