By Ty Montague
Is your organization a storyteller—or a storydoer?
The outdated option to marketplace a enterprise was once storytelling. yet in today’s international, easily speaking your brand’s tale within the wish that consumers will pay attention is not any longer adequate. as an alternative, your real model has to be obvious in each motion the association undertakes.
Today’s so much winning companies are storydoers.
These businesses create services that, from the very starting, are manifestations of an actual and significant story—one informed essentially via motion, now not ads. In precise tale, inventive govt Ty Montague argues that any company, despite dimension or undefined, can include the foundations of storydoing. certainly, our best-run companies—from small start-ups to worldwide conglomerates—organize round a coherent narrative that's then broadcast via each motion they take (from product layout to customer support to marketing). Montague exhibits why storydoing businesses are nimble, extra adaptive to alter, and extra successfully run businesses.
Montague is a founding father of the expansion consultancy co:collective and the previous president and CCO of J. Walter Thompson, the most important advertisements business enterprise in North the US. He brings his intensity of inventive enterprise event to the publication and gives a transparent framework and confirmed method for bringing you and your shoppers jointly within the production of your model story.
Montague introduces 5 serious elements—what he calls the “the 4 truths and the motion map”—that are the basis of storydoing:
• the contributors (your buyers, companions, and employees)
• the protagonist (your corporation today)
• the level (the global round your business)
• the search (your riding ambition and contribution to the world)
• your motion map (the activities that may make your tale genuine for participants)
The e-book is full of examples of ways forward-thinking organizations—including pink Bull, Shaklee, Grind, TOMS sneakers, and information Corporation—are successfully utilizing storydoing to remodel their enterprises and force amazing effects.
Read or Download True Story: How to Combine Story and Action to Transform Your Business PDF
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Additional info for True Story: How to Combine Story and Action to Transform Your Business
Because a service is a one-off performance in the presence of the customer, it has to be right the ﬁrst time, at the very moment of delivery. Contrary to what happens in a factory, once a service has been delivered it is difficult to improve or correct it. The performance cannot be measured, controlled or corrected during the delivery without the customer’s being aware of it. It is also much more difficult to find out how the customer perceives the experience during the interaction; the perception is immediate, subjective and qualitative.
Variety, customization High intensity Gourmet restaurant Standard product Benihana Shift of Benihana position – is it sustainable? 12 The service-intensity matrix for the restaurant business On the other hand, being in the bottom right corner is not more comfortable. As the service offering gets very standard, the main competitive differentiator is price. What are the options? One option is to become number one or two in the industry to benefit from economies of scale in the back stage. Another option is to increase the scope and the variety of the offering by introducing a more differentiated menu or other services, such as playgrounds for children.
No, no, my head is unique. ” would be the customer’s answer. To reduce the intensity of interaction, lower-paid assistants could help the professional, washing the hair and doing menial tasks. Another solution is to convince the customer to do part of the job – maybe wash his hair himself. ” So a good way to reduce the intensity of interaction is to play on the process dimension (cycle time, simpliﬁcation of the interaction) and on the people dimension (expertise leverage, co-production). There is a huge cost difference between a face-to-face interaction with an expert, a telephone call and a web transaction.