Today's most successful businesses are storydoers. They create products and services that, from the very beginning, are manifestations of an authentic and meaningful story - one told primarily through action, not advertising. In True Story, creative executive Ty Montague argues that any business, regardless of size or industry, can embrace the principles of storydoing. Indeed, our best-run companie - from small start-ups to global conglomerates - organize around a coherent narrative that is then broadcast through every action they take (from product design to customer service to marketing).
Montague shows why storydoing firms are nimble, more adaptive to change, and more efficiently run businesses.
Any additional comments?
Don't believe the hype. This is not a revolutionary way of thinking about your company or brand. However it is a nice new way to think about BRANDING.
Branding is something that sounds awfully strange and it's very difficult to do well. By imagining that you're writing a story where you need a plot line and protagonists, branding can be done easier for some people.
So in conclusion, this is not a revolutionary way of thinking but a nice different take on how to do branding.
Would I recommend it? Sure, but not on the pretense that it's sold on.
Clear methodical steps to come up with clearly defined mission statement of us your company. combined with value proposition design and business model generation is what one needs to start a new business.