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Customer Review

9 of 11 people found the following review helpful
5.0 out of 5 stars Really useful : ), 17 July 2012
This review is from: Winning the Story Wars: Why Those Who Tell and Live the Best Stories Will Rule the Future (Hardcover)
So here's my first point - do not be put off by the cover, which engenders a certain Star Wars-ish apocolytic Paradise Lost connotation. Open the book and start reading. : )

Most of my life is spent reading, and mostly academic books at that, so I have a very low tolerance for badly written pop business books. This book was a pleasant surprise. The writing is clear, concise and very human. It's a bit of a slow burn as you are taken through the stages of marketing, but an excellent reminder of what has gone before, with thoughtful and useful examples (which I have already used to explain completely unrelated work topics!).

In the midst of my own marketing conundrum - how do I sell what this consultancy does in a way that is compelling and positive (something I have no problem working on for my clients) this book really helped to cut through the crap. It is an excellent reminder of the stratagems and road most taken, and an exhortation to really, just tell the truth and appeal to the hero in everyone. Sounds easy, doesn't it? But no, actually working it out when it is you who is the client is quite a brain drain. So pencil in hand, brain engaged we rewrote the entire front of our own creds presentation last week - the bit about us and the company. And it worked so well, we trialled it with a client at a pitch when the ink was scarcely dry. It made sense, it felt authentic and the client got it. We hadn't changed our story per se, just rethought the telling of it and concentrated on different elements of it than we had before.

I would have thought that anyone with an interest in marketing or storytelling in business (internally to get buy-in or gain traction) would get something out of this book. And it's an easy and engaging read. Definitely recommend.
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