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Lessons from the Top: How successful leaders tell stories to get ahead - and stay there by Gavin Esler

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3 Words, Pictures, Action:Lessons from the Masters of Spin

Spin, like sin, has always been with us. So have spin doctors. Even if the name is new, the role is as ancient as leadership itself. As we have seen, leaders have always tried to manage the stories they tell about themselves, and control the stories others tell about them. Often they seek help from followers to do so. Some followers, like St Paul, shape the leader’s story to such an extent that they emerge as leaders in their own right. Nowadays shaping stories for leaders has become a profession. These paid advisers may call themselves by various names: public relations consultants, communications directors, marketing managers and, pejoratively, spin doctors. They are twenty-four-hour ...

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