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: David Jacobson's External InsightsStorytelling in Business: Made to Stick
Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath is a great story about what makes a great story. Why is that important? In business, great stories are very effective tools.
Using examples from urban myths and Hollywood pitches through to public interest campaigns and product marketing, the authors emphasise getting to the core of your message by using high-concepts and schemas and getting people's attention (Didn't see that coming?).
Here's an excerpt. Worth reading.
Full post as published by David Jacobson's External Insights on December 11, 2007 (boomark / email).
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