Successful video entrepreneur Jonah Sachs shows how those who
tell and live the best stories will rule the future. Does your
brand tell a story? In "Winning the Story Wars", globally
recognized storyteller, designer and entrepreneur Jonah Sachs
argues that only those brands that tell values-driven stories
through the right channels will revolutionize marketing. Above
that, they may become humanity''s greatest hope for the future. It''s
no surprise that most of today''s marketing messages are swallowed
up in a flood of noise the minute they hit the market, with
thousands of ads and emails hitting each recipient on a weekly
basis. And those recipients, empowered by social media tools and
on-demand viewing, will ignore you in favor of something they''d
prefer to seek out themselves. In "Winning the Story Wars", Sachs
systematically breaks down how communicators can go beyond the sell
by creating stories that inspire people not just to listen, but to
proselytize. The President and co-founder of Free Range Studios,
Sachs has been a David among Goliaths helping hundreds of
for-profit and non-profit organizations rise above the din with
campaigns built around the internal structures of ancient myth.
Even with a modest budget, his first two viral media efforts - "The
Meatrix" and "Store Wars" - alone yielded forty million viewers.
Drawing on the wisdom of Carl Jung and Joseph Campbell, Sachs will
guide readers to harness myth-making powers of their very own.
Weaving prescriptive tools throughout the book, Sachs will help
communicators: identify and learn the best myth structures at work
today; find a tight-knit audience of evangelists to spread the
word; foster the image of their audience as potential heroes; and,
watch the message take on a life of its own. This book will speak
to the message-makers in any type of company or organization. The
"Story Wars" have long been underway, now it''s time for heroic
communicators to turn the tides away from simple selling, and
towards real inspiration.
關於作者：
Jonah Sachs is an internationally recognized storyteller,
author, designer and entrepreneur. As the co-founder and creative
director of Free Range Studios, Jonah has helped hundreds of social
brands and causes rise above the media din with break-through
campaigns. Jonah''s work and opinions have been featured in The New
York Times, The Washington Post, CNN, FOX News, Sundance Film
Festival, NPR and in Fast Company magazine, which named him one of
the 50 most influential social innovators.
目錄：
Prologue
Part One: THE BROKEN WORLD OF STORYTELLING
1. The Story Wars Are All Around Us
2. The Five Deadly Sins
3. The Myth Gap
4. Marketing''s Dark Art
PartTwo: SHAPING THE FUTURE
INTERLUDE:A Creation Myth for Marketers
5. TelltheTruth, PartI: The Art of Empowerment
Marketing
BASIC TRAINING: Identifying Your Values
6. Tell the Truth, PartII: The Hero''s Journey
BASIC TRAINING: Designing Your Core Story
Elements
7. Be Interesting: Freaks, Cheats, and Familiars
BASIC TRAINING: Generating Your Stories
8. Live the Truth
Epilogue
Appendix
Further Reading
Notes
Index
Acknowledgments
About the Author
About the Illustrator
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