CHAPTER 5
The Stage
The truth I call the stage is so named because every story plays out on a broader stage, and the story of your brand or business is no exception. The stage is the larger context—the big picture (figure 5-1). It is the state of the overall economy as well as the economic conditions in your business sector. It is the technology that is currently available to you, your competitors, and your customers. It is the cultural context, as well: the music, fashion, literature, artistic, and political environment in which your brand or product lives. Are you in a phase of growth or recession? Who is in the White House or at 10 Downing Street? Are you doing business in an open or a repressive society? If you’re a bank, is there a favorable ...
Get True Story now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
