目次

About the Authors Introduction Stories Matter Businesses Need to Tell Good Stories Workers and Leaders Need to Tell Good Stories Who Are We? Why This Book? Chapter 1: The Power of Story Jacques and the Beggar And now for Shane?fs favorite Ryan Gosling story Our Brains Are Built for Story Stories Help Us Remember Stories Generate Empathy-At the Chemical Level Stories Bring Us Together With Great Power?c Chapter 2: The Elements of Great Storytelling Element 1: Relatability Element 2: Novelty What Movie Popularity Data Tells Us About Novelty Element 3: Tension Element 4: Fluency Chapter 3: Honing Your Storytelling Chops Universal Storytelling Frameworks The Ben Franklin Method for Improving Story Skills The Sludge Report Chapter 4: Transforming Business with Storytelling How Stories Make Products and Services Better Stories Make Advertising Better Stories Make Your Sales Conversions Better Stories Make Your Hiring Process Better Stories Build Your Brand How We Built the Most Influential Content Strategy Blog on Earth #1: Committing to A Mission #2: Getting Smart About Audience #3: Establishing a Strategic Methodology Chapter 5: The Killer Formula for Building An Audience The CCO Pattern: Create, Connect, Optimize CONNECT: The Storytelling Bullseye CREATE: The Story Funnel-Matrix OPTIMIZE: Cranking the Efficiency Chapter 6: The Brand Newsroom The Talent Race The Virtual Newsroom What Type of Newsroom Do You Prefer? Chapter 7: The Future of Brand Storytelling #1: Breakthrough Quality Storytelling #2: Rigorously Strategic #3: Tech-Enabled & Data-Optimized The Content Decision Engine The Content Operating Wheel Strategy Plan Create Activate Optimize Chapter 8: The Storytelling Habit Selling Storytelling Inside Your Organization A Culture of Storytelling May the Story Force Be with You