{"product_id":"the-storytelling-edge-isbn-9781119483359","title":"The Storytelling Edge","description":"\u003cp\u003e\"A terrific and timely book that makes a compelling case for fundamentally rethinking how your business communicates. Recommended!\"\u003cbr\u003e—\u003cb\u003eJay Baer\u003c\/b\u003e, founder of Convince \u0026amp; Convert and author of Hug Your Haters\u003cbr\u003e\u003ci\u003e\u003cbr\u003e\u003c\/i\u003e\"Once upon a time, storytelling was confused with talking at people. Not anymore. Shane and Joe are your narrators in a journey that will transform how you talk to other human beings to be more believable, relevant, compelling and unforgettable.\"\u003cbr\u003e—\u003cb\u003eBrian Solis\u003c\/b\u003e, experience architect, digital anthropologist, best-selling author\u003c\/p\u003e \u003cp\u003e\"Shane Snow and Joe Lazauskas spend the overwhelming majority of their time thinking, writing, and theorizing about brand storytelling - so you don't have to. They're smart and they know this topic inside out (and sideways). Read their book. While I can't guarantee you'll rise to Shane and Joe's ridiculously obsessive level, you will be infinitely better prepared to tell your own brand's story. Promise!\"\u003cbr\u003e—\u003cb\u003eRebecca Lieb\u003c\/b\u003e, Analyst, Author \u0026amp; Advisor\u003c\/p\u003e \u003cp\u003e\"The Contently team understands the power of story, and how to craft and spread a great narrative, like no other. In an era where brand, design, and mission are a competitive advantage for every business, Contently underscores the importance of stories and how they transform companies and industries.\"\u003cbr\u003e—\u003cb\u003eScott Belsky\u003c\/b\u003e, Entrepreneur, Investor, \u0026amp; Author (Founder of Behance, bestselling author of \u003ci\u003eMaking Ideas Happen\u003c\/i\u003e)\u003c\/p\u003e \u003cp\u003e\"I can't think of a better way to illustrate the power of story telling than by telling great stories. This book should be required reading not just by those with content in their titles, but by anyone in Marketing AND Sales. Then, when you're done, give it to your CEO to read... but make sure you get it back, because I guarantee you'll refer to it more than once.\"\u003cbr\u003e—\u003cb\u003eShawna Dennis\u003c\/b\u003e, Senior Marketing Leader\u003c\/p\u003e \u003cp\u003e\"Neuroscience, algorithms, illustrations, personal anecdotes and good, old-fashioned empathy: This entertaining and informative tome journeys to the core of how we communicate and pushes us, as marketers and humans, to do it better, \u003ci\u003e\"speeding the reader through and leaving us wanting more.\"\u003cbr\u003e\u003c\/i\u003e—\u003cb\u003eAnn Hynek\u003c\/b\u003e, VP of global content marketing at Morgan Stanley\u003c\/p\u003e \u003cp\u003e\u003cb\u003eTransform your business through the power of storytelling.\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eContent strategists Joe Lazauskas and Shane Snow offer an insider's guide to transforming your business—and all the relationships that matter to it—through the art and science of telling great stories.\u003c\/p\u003e \u003cp\u003eSmart businesses today understand the need to use stories to better connect with the people they care about. But few know how to do it well. In \u003ci\u003eThe Storytelling Edge\u003c\/i\u003e, the strategy minds behind Contently, the world renowned content marketing technology company, reveal their secrets that have helped award-winning brands to build relationships with millions of advocates and customers.\u003c\/p\u003e \u003cp\u003eJoin as they dive into the neuroscience of storytelling, the elements of powerful stories, and methodologies to grow businesses through engaging and accountable content.\u003c\/p\u003e \u003cp\u003eWith \u003ci\u003eThe Storytelling E\u003c\/i\u003edge you will discover how leaders and workers can craft the powerful stories that not only build brands and engage customers, but also build relationships and make people care—in work and in life.\u003c\/p\u003e \u003cp\u003eAcknowledgments xiii\u003c\/p\u003e \u003cp\u003eAbout the Authors xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003eIntroduction xvii\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eStories Matter xviii\u003c\/p\u003e \u003cp\u003eBusinesses Need to Tell Good Stories xix\u003c\/p\u003e \u003cp\u003eWorkers and Leaders Need to Tell Good Stories xx\u003c\/p\u003e \u003cp\u003eWho Are We? xx\u003c\/p\u003e \u003cp\u003eWhy This Book? xxii\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 The Power of Story 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eJacques and the Beggar 4\u003c\/p\u003e \u003cp\u003eAnd Now for Shane’s Favorite Ryan Gosling Story 5\u003c\/p\u003e \u003cp\u003eOur Brains Are Built for Story 8\u003c\/p\u003e \u003cp\u003eStories Help Us Remember 10\u003c\/p\u003e \u003cp\u003eStories Generate Empathy—at the Chemical Level 12\u003c\/p\u003e \u003cp\u003eStories Bring Us Together 14\u003c\/p\u003e \u003cp\u003eWith Great Power . . . 19\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 The Elements of Great Storytelling 23\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eElement 1: Relatability 25\u003c\/p\u003e \u003cp\u003eElement 2: Novelty 29\u003c\/p\u003e \u003cp\u003eWhat Movie Popularity Data Tell Us about Novelty 31\u003c\/p\u003e \u003cp\u003eElement 3: Tension 35\u003c\/p\u003e \u003cp\u003eElement 4: Fluency 38\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Honing Your Storytelling Chops 41\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUniversal Storytelling Frameworks 43\u003c\/p\u003e \u003cp\u003eThe Ben Franklin Method for Improving Story Skills 48\u003c\/p\u003e \u003cp\u003eThe Sludge Report 52\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Transforming Business with Storytelling 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHow Stories Make Products and Services Better 62\u003c\/p\u003e \u003cp\u003eStories Make Advertising Better 68\u003c\/p\u003e \u003cp\u003eStories Make Your Sales Conversions Better 71\u003c\/p\u003e \u003cp\u003eStories Make Your Hiring Process Better 73\u003c\/p\u003e \u003cp\u003eStories Build Your Brand 74\u003c\/p\u003e \u003cp\u003eHow We Built the Most Influential Content Strategy Blog on Earth 79\u003c\/p\u003e \u003cp\u003e#1: Committing to a Mission 79\u003c\/p\u003e \u003cp\u003e#2: Getting Smart about Audience 81\u003c\/p\u003e \u003cp\u003e#3: Establishing a Strategic Methodology 83\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 The Killer Formula for Building an Audience 85\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe CCO Pattern: Create, Connect, Optimize 87\u003c\/p\u003e \u003cp\u003eConnect: The Storytelling Bull’s-Eye 94\u003c\/p\u003e \u003cp\u003eCreate: The Story Funnel-Matrix 100\u003c\/p\u003e \u003cp\u003eOptimize: Cranking the Efficiency 104\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 The Brand Newsroom 113\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Talent Race 116\u003c\/p\u003e \u003cp\u003eThe Virtual Newsroom 118\u003c\/p\u003e \u003cp\u003eWhat Type of Newsroom Do You Prefer? 119\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 The Future of Brand Storytelling 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e#1: Breakthrough Quality Storytelling 125\u003c\/p\u003e \u003cp\u003e#2: Rigorously Strategic 128\u003c\/p\u003e \u003cp\u003e#3: Tech-Enabled and Data-Optimized 132\u003c\/p\u003e \u003cp\u003eThe Content Decision Engine 135\u003c\/p\u003e \u003cp\u003eThe Content Operating Wheel 136\u003c\/p\u003e \u003cp\u003eStrategy 138\u003c\/p\u003e \u003cp\u003ePlan 142\u003c\/p\u003e \u003cp\u003eCreate 145\u003c\/p\u003e \u003cp\u003eActivate 148\u003c\/p\u003e \u003cp\u003eOptimize 150\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 The Storytelling Habit 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eSelling Storytelling Inside Your Organization 160\u003c\/p\u003e \u003cp\u003eA Culture of Storytelling 164\u003c\/p\u003e \u003cp\u003eMay the Story Force Be with You 165\u003c\/p\u003e \u003cp\u003eNotes 167\u003c\/p\u003e \u003cp\u003eIndex 169\u003c\/p\u003e  \u003cp\u003e\u003cb\u003eJOE LAZAUSKAS\u003c\/b\u003e is director of content strategy and editor-in-chief of Contently, Inc., which \u003cb\u003eSHANE SNOW\u003c\/b\u003e cofounded with Joe Coleman and Dave Goldberg. Contently is a thriving technology company with a suite of software that helps Fortune 500 companies (and others) to create, manage, and optimize content to build relationships with employees and customers.   \u003c\/p\u003e\u003cp\u003eHumans have told each other stories since we lived in caves and huddled around campfires. We told them to remember. We told them to survive. We told them to build relationships and make people care. \u003c\/p\u003e\u003cp\u003eEvery business throughout history has wanted to do exactly that: build relationships and make people care. Savvy leaders tell stories to sell their ideas and themselves. This used to be a nice-to-have skill. But in the digital era, it’s become crucial. Harness the power of storytelling, and businesses and their leaders will win advocates and customers at a larger scale than ever before. Disregard storytelling, and they’ll risk irrelevance—and total failure. \u003c\/p\u003e\u003cp\u003eSmart companies today understand the need to use content to connect with the people they care about. But few know how to do it well. That puts them at a disadvantage. Indeed, the ability to tell great stories is the critical skill that every organization and individual needs to succeed in tomorrow’s business world. \u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eThe Storytelling Edge\u003c\/i\u003e the content strategy minds behind Contently, the world renowned content marketing technology company, reveal their secrets that have helped Fortune 500 companies (and many others) to build relationships with millions of customers. Join authors Joe Lazauskas and Shane Snow as they build on years of experience and compelling original research to dive into the neuroscience of storytelling, the surprising elements of powerful stories, and methodologies for growing businesses by creating engaging and accountable content. And at the same time, they show how leaders can use these same storytelling tools to build stronger, more loyal teams inside their own companies. \u003c\/p\u003e\u003cp\u003eGreat stories stick with us. They change our minds. They spur us to action. \u003ci\u003eThe Storytelling Edge\u003c\/i\u003e shows how to weave stories into your products and customer experiences, your marketing and presentations, your ad campaigns and personal communication. With \u003ci\u003eThe Storytelling Edge\u003c\/i\u003e as your guide, you will tap into the power of great storytelling today and keep your competitive edge tomorrow.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47990347464933,"sku":"NP9781119483359","price":25.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119483359.jpg?v=1761787455","url":"https:\/\/k12savings.com\/es\/products\/the-storytelling-edge-isbn-9781119483359","provider":"K12savings","version":"1.0","type":"link"}