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The Workshop Book by Pamela Hamilton

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17

CHAPTER SEVENTEEN

Creating a new story about something old

Use for: changing the story people will tell others

Why would you want to tell a new story about something old? Organisations sometimes have a product, technology or message that has become exhausted and old. People can become so familiar with a message that they become blind to it (for example, health and safety signs that people stop reading after a time). It could be a story that is untrue and needs to be corrected (such as an incorrect rumour that keeps circulating), or something that happened in the past which you would like people to move on from (such as a negative news story that people still remember years later).

The workshop objective: to refresh the way your customers ...

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