“As usual these two future-finders have their fi ngers on the pulse of what’s happening--and what we need to know about. In every business, in every organization, the seven most important words these days are: ‘But wait! A story goes with it!’ You need to read this book to fi nd out why.” —Alan Webber, Co-founder, Fast Company magazine “A great story sparks our imagination, challenges us to think, and resonates with our collective conscience. Ryan Mathews and Watts Wacker’s story about telling stories does exactly this. It is an essential guidebook for capturing and conveying the essence of corporate identities and enriching brands.” —Paul A. Laudicina, Managing Officer and Chairman of the Board, A.T. Kearney Storytelling is the universal human activity.Every society, at every stage of history, has told stories–and listened to them intently, passionately. Stories are how people tell each other who they are, where they came from, how they’re unique, what they believe. Stories capture their memories of the past and their hopes for the future. Stories are one more thing, too: They are your most powerful, most underutilized tool for competitive advantage.Whether you know it or not, your business is already telling stories. What’s Your Story? will help you take control of those stories and make them work for you. Legendary business thinkers Ryan Mathews and Watts Wacker reveal how to craft an unforgettable story…create the back story that makes it believable…make sure your story cuts through today’s relentless bombardment of consumer messages…and gets heard, remembered, and acted on. <ul>
<li>THE TEN FUNCTIONS OF STORYTELLING Discovering what stories can do for your business </li>
<li> THE ABOLITION OF CONTEXT Telling stories when the past no longer defines the future</li>
</ul>
<ul><li> THE FIVE MOST IMPORTANT STORY THEMES Leveraging themes your audiences will understand and believe</li></ul>
<ul><li> APPLIED STORYTELLING 101 Storytelling for your industry, your company, your brand, and you</li></ul>
<ul><li> MASTERING YOUR STORYTELLER’S TOOLBOX Making your stories more compelling, more believable, and downright unforgettable</li></ul>
Use Storytelling to Gain Powerful Competitive Advantage in Today’s Increasingly Skeptical Marketplace <ul>
<li> Leverage the incredible power of storytelling in marketing, sales, investor relations, recruitment, change management, and more </li>
<li> Indispensable techniques for every CxO, entrepreneur, and marketing, sales, and communications executive </li>
<li> The latest breakthrough book from best-selling futurists Ryan Mathews and Watts Wacker</li>
</ul>

What's Your Story?: Storytelling to Move Markets, Audiences, People, and Brands

Business & Money

Mathews, Ryan

Wacker, Watts

Marketing & Sales

Ft Pr

“As usual these two future-finders have their fi ngers on the pulse of what’s happening--and what we need to know about. In every business, in every organization, the seven most important words these days are: ‘But wait! A story goes with it!’ You need to read this book to fi nd out why.” —Alan Webber, Co-founder, Fast Company magazine “A great story sparks our imagination, challenges us to think, and resonates with our collective conscience. Ryan Mathews and Watts Wacker’s story about telling stories does exactly this. It is an essential guidebook for capturing and conveying the essence of corporate identities and enriching brands.” —Paul A. Laudicina, Managing Officer and Chairman of the Board, A.T. Kearney Storytelling is the universal human activity.Every society, at every stage of history, has told stories–and listened to them intently, passionately. Stories are how people tell each other who they are, where they came from, how they’re unique, what they believe. Stories capture their memories of the past and their hopes for the future. Stories are one more thing, too: They are your most powerful, most underutilized tool for competitive advantage.Whether you know it or not, your business is already telling stories. What’s Your Story? will help you take control of those stories and make them work for you. Legendary business thinkers Ryan Mathews and Watts Wacker reveal how to craft an unforgettable story…create the back story that makes it believable…make sure your story cuts through today’s relentless bombardment of consumer messages…and gets heard, remembered, and acted on. <ul>
<li>THE TEN FUNCTIONS OF STORYTELLING Discovering what stories can do for your business </li>
<li> THE ABOLITION OF CONTEXT Telling stories when the past no longer defines the future </li> </ul>
<ul>
<li> THE FIVE MOST IMPORTANT STORY THEMES Leveraging themes your audiences will understand and believe </li> </ul>
<ul>
<li> APPLIED STORYTELLING 101 Storytelling for your industry, your company, your brand, and you </li> </ul>
<ul>
<li> MASTERING YOUR STORYTELLER’S TOOLBOX Making your stories more compelling, more believable, and downright unforgettable </li> </ul>
 Use Storytelling to Gain Powerful Competitive Advantage in Today’s Increasingly Skeptical Marketplace <ul>
<li> Leverage the incredible power of storytelling in marketing, sales, investor relations, recruitment, change management, and more </li>
<li> Indispensable techniques for every CxO, entrepreneur, and marketing, sales, and communications executive </li>
<li> The latest breakthrough book from best-selling futurists Ryan Mathews and Watts Wacker </li> </ul>

What's Your Story? Storytelling to Move Markets, Audiences, People, and Brands (paperback)

Ft Press

Don’t consider yourself deviant? Well, that just may be a career breaker. Odds are the idea or product that will transform your business or industry tomorrow is out there right now, hiding in the shadows of the Fringe, raw, messy, untamed, and just waiting to be exploited. Trapping, taming, and marketing it is the key to burying your competition and staying ahead of your market. Deviance is nothing more than a marked separation from the norm and is the source of innovation, the kind of breakthrough thinking that creates new markets and tumbles traditional ones. Positive deviation is an inexhaustible font of new ideas, products, and services. It’s the source of all creative thinking and dynamic new market development and ultimately the basis of all incremental profit. The Deviant’s Advantage describes how deviance proceeds along a traceable trajectory from the Fringe, where it originates but has zero commercial potential; to the Edge, where word of mouth creates a limited audience; to the Realm of the Cool, where the buzz and market momentum really start to build; to the Next Big Thing, where demand is honed and intensifies; finally landing at Social Convention, the heart of the mass market. Ryan Mathews and Watts Wacker, two of America’s most respected futurists, trace the “Path of the Devox” (the voice, spirit, or incarnation of deviant ideas, products, and individuals), using it as a way to explain how and why: * Christian fundamentalism morphed from college Bible studies to Republican party king-making * Reebok cares more about what’s on the feet of kids in Detroit and Philadelphia than what the so-hip-it-hurts set is wearing in New York or on Rodeo Drive * Napster exploded from an idea germinating inside a sixteen-year-old to a movement with 60 million subscribers that very nearly destroyed the music industry * Hugh Hefner went from America’s most public pornographer to a cultural icon with decidedly Puritan sensibilities Mathews and Wacker also look at what happens to formerly deviant products and ideas after they are replaced by the next wave from the Fringe—how they morph into Cliché (where their commercial potential may actually increase), become Icons or even Archetypes, or fade into Oblivion, and how you can profitably manage even a fading concept. Looking for the next big idea for your business? Then it’s past time to quit staring at the Social Convention for inspiration and start scouring the Fringes of society. Tomorrow’s breakthrough concept is lurking out there right now, in the mind of a deviant individual. Your choice is simple: find it and exploit it, or be buried by those who do.

The Deviant's Advantage: How Fringe Ideas Create Mass Markets

Economics

Crown Business

The authors aim to demonstrates how ideas can create increasingly profitable markets as they move from "the fringe", to "the edge", to the "realm of cool", and from "the next big thing" to "social convention". They promote the concept that tomorrow's commercial success is an obession in the mind of today's deviant.

The Deviant's Advantage : How Fringe Ideas Create Mass Markets

RANDOM HOUSE BUSINESS BOOKS

A young girl is trying to find her dream of helping others, but her dad gets in the way. She forms a strong bond and friendship with someone who helps her fight to become a powerful leader in her community.

Glory

Literature & Fiction

lulu.com

Two people find each other to help fulfill their dreams. One is a dance producer and the other is a dancer who has faced many hardships, including being homeless. They both realize that friendship can help overcome any challenge in life.

The Leap

Children's Books

Don’t be afraid of deviants. They just may save your business. In today's challenging and sometimes puzzling business environment, deviance equals innovation--the kind of breakthrough thinking that creates new markets and tumbles traditional ones. In The Deviant's Advantage, two of America's most respected futurists show how this deviance proceeds along a traceable trajectory, explaining how and why: • Christian fundamentalism morphed from college Bible studies to Republican party king-making • Reebok cares more about what’s on the feet of kids in Detroit and Philadelphia than what the so-hip-it-hurts set is wearing in New York or on Rodeo Drive • Hugh Hefner, the creator of Playboy, transformed into a cultural icon with decidedly Puritan sensibilities Tomorrow's breakthrough concept is lurking out there right now in the mind of a deviant individual. Your choice is simple: find it and exploit it or be buried by those who do.

The Deviant's Advantage: How to Use Fringe Ideas to Create Mass Markets

Watts Wacker

Explaining why "universal excellence" can be a mistake in the business world, the authors offer a compelling argument that a corporation should focus its resources and energy on targeted goals in order to dominate in one important area, differentiate in another, and be industry par in the others. (Business & Finance)

El mito de la excelencia (Spanish Edition)

Crawford, Fred

Empresa Activa

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Books by Mathews, Ryan