Contents
What’s Your Story?: Storytelling to Move Markets, Audiences, People, and Brands
Chapter 1. The Story of Stories
The Myth of Business and the Business of Myth
Chapter 2. Truth Stories Versus True Stories
Enron: Frankenstein and Jesus—Two Ways of Telling the Same Story
The Use of Story as Positioning Statement
The Mad Scientist in the Laundry Room
Paris Hilton, Jack Kerouac, Jason and Achilles
Chapter 3. The 10 Functions of Storytelling
2. Define Individual and Group Identity
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