Only Connect: The Art of Corporate Storytelling

Only Connect: The Art of Corporate Storytelling
ISBN-10
190779445X
ISBN-13
9781907794452
Series
Only Connect
Category
Branding (Marketing)
Pages
192
Language
English
Published
2014-05-12
Publisher
Lid Pub Incorporated
Author
Robert Mighall

Description

A coherent story can make you better understood, believed in and trusted. So why is the business world only just discovering its power? There is not a culture on this earth that does not tell, exchange and enjoy stories. Story is simply effective communication, allowing humans to connect with one another about the things that matter. Former Oxford fellow in English Literature turned brand consultant, Robert Mighall, draws on the psychology, history and creative practice of storytelling to show how modern businesses can exploit its ancient power to move us. What the corporate world needs most, story does best: establish the human connections upon which trust is built. This book explains how.

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