Summary of Winning the Story Wars
Why those who tell – and live – the best stories will rule the future
Copyright 2012 Johan Sachs
Published by permission of Harvard Business Review Press
Whether you’re marketing a product, a service or yourself, the key to success is telling a good story.
In the often superficial, deceptive world of marketing and advertising, social innovator Jonah Sachs is an individual with a conscience. Sachs is quite fond of his industry and acknowledges gaining considerable financial reward from it. He also represents a growing contingent of smart, successful businesspeople who recognize the predicament of a society obsessed with consumption and plagued by overabundance. Sachs’s engaging work is a call to arms for anyone who works to influence consumer choices. He believes that marketing built on morality and honesty – instead of on falsehoods and manipulation – can be persuasive and inspirational. The second half of his treatise offers step-by-step instructions for identifying your organization’s core values, formulating a branding strategy and writing a meaningful, memorable story. Whether you embrace Sachs’s approach or dismiss it, getAbstract recommends his well-reasoned point of view to those intrigued by the power of transformative thinking and the enduring reach of brands.
In this summary, you will learn
- Why advertising and marketing need great storytelling
- How the “digitoral era” altered the techniques for building a memorable brand
- Why honesty and values must anchor stories to give them impact
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