True Story: How to Combine Story and Action to Transform Your Business

　　懂得演繹之道的企業組織，才能獲得通往未來的成功入場券！

　　早期的行銷方式鼓勵大家透過精采的故事來與消費者溝通，觸動人心之餘也樹立品牌形象。時至今日，品牌故事?得再動聽已難以達到相同效果，精明的消費者現在看重的是企業能不能言行一致，每個決策與行動是否都與承諾環環相扣。

　　簡而言之，大眾已經厭倦聽你「說」故事，而是想看你如何「演繹」故事。

　　本書作者，同時也是創意執行者Ty Montague認為小自微型創業、大到跨國集團都能善用這種演繹故事的原則來銷售產品或服務。他在書中舉出包括紅牛飲品、Toms鞋等許多市場實例佐證，只要讓消費者從產品設計、客戶服務到行銷推廣的每個環節都能感受到你演繹故事的一致性，不僅在外能與消費者搏感情，對內也更能靈活調整、適應變化，成為更有效率的組織！（文／博客來編譯）

Is your company a storyteller--or a storydoer?

The old way to market a business was storytelling. But in today's world, simply communicating your brand's story in the hope that customers will listen is no longer enough. Instead, your authentic brand must be evident in every action the organization undertakes.

Today's most successful businesses are storydoers.

These companies create products and services that, from the very beginning, are manifestations of an authentic and meaningful story--one told primarily through action, not advertising. In True Story, creative executive Ty Montague argues that any business, regardless of size or industry, can embrace the principles of storydoing. Indeed, our best-run companies--from small start-ups to global conglomerates--organize around a coherent narrative that is then broadcast through every action they take (from product design to customer service to marketing). Montague shows why storydoing firms are nimble, more adaptive to change, and more efficiently run businesses.

Montague is a founder of the growth consultancy co: collective and the former president and CCO of J. Walter Thompson, the largest advertising agency in North America. He brings his depth of creative business experience to the book and provides a clear framework and proven process for bringing you and your customers together in the creation of your brand story.

Montague introduces five critical elements--what he calls the "the four truths and the action map"--that are the foundation of storydoing:
- the participants (your customers, partners, and employees)
- the protagonist (your company today)
- the stage (the world around your business)
- the quest (your driving ambition and contribution to the world)
- your action map (the actions that will make your story real for participants)

The book is filled with examples of how forward-thinking organizations--including Red Bull, Shaklee, Grind, TOMS Shoes, and News Corporation--are effectively using storydoing to transform their organizations and drive extraordinary results.

Ty Montague is a founder of co: collective, a consultancy that helps clients develop their strategy and brand story using the principles of storydoing. The framework and several of the cases presented in True Story are based on what co: does for businesses of all sizes. Ty’s work helping companies transform themselves has been featured in a cover story in Fast Company magazine. He is a frequent speaker and guest lecturer on creativity and innovation at leading business schools, including the Wharton School, NYU Stern School of Business, and Columbia Business School. He has been named one of the top ten creative minds in business by Fast Company.