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5.0 out of 5 stars
If you're writing *anything* for any business - stop now..., 31 Mar 2003
....and do not start again until you've read The Invisible Grail.
With his last book - 'We, Me, Them & It' - John Simmons made an impassioned plea to businesses to be more direct and engaging with customers and staff. Above all, Simmons called for greater honesty and creativity in the language business owners and managers use.
But where 'We, Me, Them & It' was Simmons’ call to arms for writers everywhere, 'The Invisible Grail' is an even more practical resource.
Simmons explores - by taking a look at example businesses like Innocent drinks and Lush - the ways in which more enlightened businesses succeed by using the power of storytelling in new and surprising ways. This really is a superb 'how to...' guide which will help anyone achieve more effective brand building.
As a professional writer for business, I am not alone in considering John Simmons to be one of the most important figures working in business communications today. So, if this is your first Simmons experience, then I envy you. But if you're already a fan you will not be disappointed. Every writer - and business owner - should have a copy of The Invisible Grail. I cannot recommend it highly enough.
Martin Hennessey .....