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What’s Your Story?: Storytelling to Move Markets, Audiences, People, and Brands by Watts Wacker, Ryan Mathews

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Chapter 7Five Stages of Business Evolution

"Everything is held together with stories. That is all that is holding us together, stories and compassion."—Barry Holstun Lopez, from an interview in Poets and Writers, Vol. 22, Issue 2 (March/April, 1994)

Everyone, and everything, has stories. You have stories. Your family has stories. Your neighborhood has stories. Your nation has stories. Your town or city has stories. The company you work for, or founded, or run has stories. The products, brands, and services you offer have stories. Viewed from a certain perspective, life and business are just exercises in collecting and editing stories, in building personal and commercial mythologies—nothing more and certainly nothing less. Too often, this collection ...

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