Creating Signature Stories

Shows how story telling needs to be used for strategic messaging internally and externally. Reveals how a digital strategy revolves around content and that content is about stories. Explains the power of storytelling to energize, to gain visibility, to persuade, and to inspire. Defines a new concept, signature stories, that helps organizations introduce storytelling into strategic messaging Explains how to find or create signature stories, evaluate their potential, and leverage them over time. Includes case studies in every chapter to illustrate concepts and provide role models.