Winning the Story Wars
Winning the Story Wars
Why Those Who Tell-And Live-The Best Stories Will Rule the Future
By Jonah Sachs
Harvard Business School Press, Hardcover, 9781422143568, 264pp.
Publication Date: July 10, 2012
Welcome to the battlefield.
The story wars are all around us. They are the struggle to be heard in a world of media noise and clamor. Today, most brand messages and mass appeals for causes are drowned out before they even reach us. But a few consistently break through the din, using the only tool that has ever moved minds and changed behavior--great stories.
With insights from mythology, advertising history, evolutionary biology, and psychology, viral storyteller and advertising expert Jonah Sachs takes readers into a fascinating world of seemingly insurmountable challenges and enormous opportunity. You'll discover how:
- Social media tools are driving a return to the oral tradition, in which stories that matter rise above the fray
- Marketers have become today's mythmakers, providing society with explanation, meaning, and ritual
- Memorable stories based on timeless themes build legions of eager evangelists
- Marketers and audiences can work together to create deeper meaning and stronger partnerships in building a better world
- Brands like Old Spice, The Story of Stuff, Nike, the Tea Party, and Occupy Wall Street created and sustained massive viral buzz
Winning the Story Wars is a call to arms for business communicators to cast aside broken traditions and join a revolution to build the iconic brands of the future. It puts marketers in the role of heroes with a chance to transform not just their craft but the enterprises they represent. After all, success in the story wars doesn't come just from telling great stories, but from learning to live them.
Story Wars” is a thorough guide for the novice or even practiced storytellers in all of us. Sachs offers story structures, ways of thinking about characters and messages. He pulls artfully from recent brand successes from companies including Nike and Apple. And he tells a few good stories along the way.” Forbes
Sachs is full of ideas and strategies to help readers give their brands the rare, compelling story that will raise their message above the melee of advertising noise the ideas are powerful and solid, and will make inspiring reading for marketing professionals looking to set their stories apart.” Publishers Weekly
His investigation also unveiled a process to help others create winning stories that he shares with great depth and charm in this book.” 800 CEO READ
To influence this brave new world, first convince the global media marketplace of your story. The better the story, the better chance of making people think differently.” Quantas magazine
In the often superficial, deceptive world of marketing and advertising, social innovator Jonah Sachs is an individual with a conscience...Sachs’s engaging work is a call to arms for anyone who works to influence consumer choices.” getAbstract
ADVANCE PRAISE for Winning the Story Wars
Jonah Sachs knows stories. He’s responsible for some of the most popular and respected viral messages of all time: The Story of Stuff, The Meatrix, Grocery Store Wars, and others. This book is a storytelling call to arms, an appeal to tell the stories that matter. So read Winning the Story Warsand join the fray.” Dan Heath, coauthor, Switch and Made to Stick
History is written by the winners. And as Jonah Sachs makes abundantly clear, it is now being written by the marketers, the new mythmakers of our time. Whatever your product or your cause, if you want it to succeed, read this wise and enlightening book.” Nick Coe, CEO, Bath & Body Works; former President, Land’s End
Winning the Story Wars will convince you that storytelling is the most powerful way to move people to action. And it will teach you to use that power to orient our world to a more positive future. If you’re ready to be a great storyteller, read this book.” Kumi Naidoo, Executive Director, Greenpeace International
Great leaders transform the world through stories that inspire hope, stability, trust, compassion, and authenticity. This important and thought-provoking book shows that leadership in marketing will require the living and telling of such stories as well.” Deepak Chopra, founder, The Chopra Foundation
We know about who we are both individually and as a society through stories. In this brilliant book, Jonah Sachs tells us how we lost our storytelling capacity and how we must regain it, constructing our own myths and living the truth of the stories we tell.” Bill Bradley, former US Senator; Managing Director, Allen & Company
In the current maelstrom of media babble and corporate deceit, Jonah Sachs makes sense where none appears to exist. Winning the Story Wars explains why we respond to lieswhether in political or product ads, campaigns or speechesand how truth ultimately trumps all. This remarkable book delivers on that rare promise of changing how you see the world.” Paul Hawken, author, The Ecology of Commerce and Blessed Unrest