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.

This book is essential reading for anyone wishing to establish an electronic information service, whatever the type or size of organization they work in, and is equally essential for those wishing to convert an existing traditional service into an e-information service. It is packed full of ideas and examples of how an e-information service can be created, maintained and marketed in a cost effective way.

This book is essential reading for anyone wishing to establish an electronic information service, whatever the type or size of organization they work in, and is equally essential for those wishing to convert an existing traditional service into an e-information service. It is packed full of ideas and examples of how an e-information service can be created, maintained and marketed in a cost effective way.