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The Road to Reinvention: How to Drive Disruption and Accelerate Transformation by Josh Linkner

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Chapter 6Tell a Memorable Story

It wasn’t raining when Noah built the ark.

—Howard Ruff

I was accustomed to being second-guessed. Throughout most of my career, when I’d tell people I was from Detroit and that I ran a tech company, I was regularly met with a perplexed look, reminiscent of the way a dog tilts his head when confused. But all that changed in January 2011.

During that year’s Super Bowl, a two-minute ad aired that changed Detroit’s story forever. Chrysler debuted its “Imported from Detroit” campaign that shifted the way people think about my hometown. Until that point, Detroit had become a punch line of the “worst of the worst,” known for its decay and violent crime. But that story changed in 120 seconds. In the ad, Detroit is ...

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