- Paperback: 176 pages
- Publisher: Financial Times/ Prentice Hall; 1 edition (16 Oct 2002)
- Language English
- ISBN-10: 0273656716
- ISBN-13: 978-0273656715
- Product Dimensions: 20.4 x 16.8 x 1.4 cm
- Average Customer Review: 3.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 2,348,306 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Review
"A cool and compelling insight into the absolute importance of content in an age of 'butterfly' attention spans, multiple media channels and unparalleled completion for interest. A must read for content and communications professionals."
- James Thellusson, CEO, Edelman UK
"Storytelling is rarely thought of as a critical business skill - yet, as Paul Nero and Neeta Patel show with this book, it can bring huge benefits. In my own experience, stories can motivate and make connections with people, whether its as a manager, a salesman or as producer. It's great to see the under-rated skill of storytelling promoted in such an engaging way."
- Simon Bazalgette, CEO of Music Choice
"A well written and refreshingly easy to read insight into new thinking in the use of media."
- Dave Snowden, Director of the Cynefin Centre for Organisational Complexity, IBM Global Services
Review
"A cool and compelling insight into the absolute importance of content in an age of 'butterfly' attention spans, multiple media channels and unparalleled completion for interest. A must read for content and communications professionals." - James Thellusson, CEO, Edelman UK "Storytelling is rarely thought of as a critical business skill - yet, as Paul Nero and Neeta Patel show with this book, it can bring huge benefits. In my own experience, stories can motivate and make connections with people, whether its as a manager, a salesman or as producer. It's great to see the under-rated skill of storytelling promoted in such an engaging way." - Simon Bazalgette, CEO of Music Choice "A well written and refreshingly easy to read insight into new thinking in the use of media." - Dave Snowden, Director of the Cynefin Centre for Organisational Complexity, IBM Global Services
Inside This Book
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First Sentence
It's morning. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
It's morning. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
3 of 3 people found the following review helpful
Format:Paperback
The topic is fascinating, but the treatment of it in this book is disappointingly shallow. It covers the notion of "sticky" (addictive) content at the level of a glossy magazine article that has been puffed into 160 pages. There is no in-depth analysis of exactly what makes content sticky, and no real link to this as a business skill. A typical bit of analysis from the book: why did the Disney internet portal fail? Because it wasn't want the audience wanted from Disney. As Professor Homer Simpson might say, "Doh!" I'm sure there is a great book to be written on this topic--one that goes into depth regarding the specific qualities of addictive stories, that relates this to how businesses can use such stories in the context of advertising, brand-building, employee retention, and public relations...but this one isn't it. Until one appears, I suggest you get a copy of Joseph Campbell's "Hero With A Thousand Faces" for an astute look at what timeless stories have in common, and "Funky Business" for glimpses of how businesses are using stories to drive their marketing efforts...
1 of 2 people found the following review helpful
Format:Paperback
Throughout years of study and work in business I have come across many texts focussing on brand building and customer loyalty all espousing theories on how to keep and maintain one's customers. Where 'Creative Business' stands out from the rest is in its cross-disciplinary and multi-media approach. Pulling together examples and active case studies from all sections of the media it provides a truly eye-opening insight into recurring themes and how they affect the customers' perceptions.
Bringing together old and new theories and written in a style that is both informative, insightful and humourously direct it is a must-read for those with an eye on securing long-term success in business.
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