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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 9Applied Storytelling 101: The Corporation

"Vivid stories translate dry, abstract numbers into compelling pictures of how deep yearnings of decision influencers can come true."

—Jack Keen

"Audiences often don't want to be in control of a story. They want to be lost in your story. They come to hear you be the storyteller."

—Steven Spielberg

"The concept of a story may be a new idea to the boardroom, but storytelling is at least as old as the person who defined it as an art 2,400 years ago—Aristotle...But even Aristotle knew that not all stories are created equal."

—Cliff Atkinson

Before we examine the mythology of corporations, it's fair to note that the idea of "the corporation" is in itself a kind of myth, a commercial folktale, an ...

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