The Strategic Storyteller

Book description

The world needs more storytellers.

Storytelling is an inherently innovative activity.

When organizations find their best stories and tell them to the world, they’re not only building a reputation, they're flexing the same muscles that allow them to pivot quickly around crisis or opportunity, and solve problems more creatively.

For individuals, crafting stories is the primary way we can make sense of the world and our place in it.

The Strategic Storyteller is a comprehensive, practical guide to transformative storytelling. In its pages you will learn how to:

  • Tap into your and your organization's unique sources of wonder, wisdom, and delight
  • Boost individual and collective creativity
  • Understand the storytelling strategies behind some of the world’s most powerful brands
  • Unlock the secrets of the great strategic storytellers of the past
  • Build a place where your stories can live online
  • Distribute stories so they have staying power and reach in the digital age
  • Convene audiences by going beyond demographic stereotypes and tapping into enduring human needs
  • Understand how unshakable reputations are built out of stories that accumulate over time


Sooner or later all of us will be asked to tell stories in the course of our professional lives. We will be asked to make a case for ourselves, our work, our companies, and our future. The Strategic Storyteller tells you how.

Table of contents

  1. Cover
  2. Title Page
  3. Introduction: A Call for Storytellers
  4. 1 Wisdom, Wonder, and Delight
    1. Glamour and Grammar
    2. The Power of Stories
    3. This Is Your Brain on Good Content
    4. Strategies of Delight
    5. The Runway and the Beltway: Informal Networks of Influence
    6. How Good Content Helps Us Be Our Best Selves
    7. Content Creates Guiding Narratives
    8. What's Old Is New Again
    9. How to Find Good Stories
    10. Notes
  5. 2 The Age of the Educated Consumer
    1. Why Politics Won't Teach You about Marketing
    2. The Educated Consumer
    3. Notes
  6. 3 It's about Human Nature
    1. Learning from the Best Human Storytellers
    2. Notes
  7. 4 It's Life Stages, Not Ages: The Generation Myth and the Power of Personalization
    1. Data and Privacy
    2. The Evolution of Personalization
    3. Personalization for B2B
    4. Mobile and Omnichannel Personalization
    5. Taking Personalization Off‐Line
    6. Notes
  8. 5 Atomize, Serialize, Magnetize, and Keep Your Velocity
    1. Solving for Distribution
    2. Velocity Is Transformational
    3. Notes
  9. 6 Only Connect: Creativity and Consistency
    1. Building a Content Culture
    2. Inspiring Organization‐wide Creativity
    3. Individual Creativity
    4. Connectivity
    5. How Brands Evolve
    6. Notes
  10. 7 Content Marketing Applied Part 1
    1. Content Marketing Applied: The Content Hub
    2. The Process of Creating a Hub
    3. Thought Leadership
    4. Have a Strong Visual Vocabulary
    5. Emerging Platforms
    6. The Best Content Hubs…
    7. Internal Communications
    8. Notes
  11. 8 Content Marketing Applied Part 2
    1. Knowledge Transfer: Putting It All Together
    2. How the Industry Is Changing
    3. Notes
  12. 9 Asymmetrical Thinking
    1. Notes
  13. Afterword: The Future of Storytelling
  14. Index
  15. End User License Agreement

Product information

  • Title: The Strategic Storyteller
  • Author(s): Alexander Jutkowitz
  • Release date: August 2017
  • Publisher(s): Wiley
  • ISBN: 9781119345114