About the Book: Winning the Story War
Successful video entrepreneur Jonah Sachs shows how those who tell (and live) the best stories will rule the future.
Your audience wants a hero -- and they even want to be that hero. But the bland advertising and uncreative ads masquerading as hip viral marketing confuse consumers' desires. In an age when jaded citizens trust no one with enough money to buy a television spot, Jonah Sachs has learned how to be heard through the static.
In Winning the Story Wars, Sachs systematically breaks down how communicators can go beyond the sell by creating stories that inspire people not just to listen, but to proselytize. The President and cofounder of Free Range Studios (www.freerangestudios.com), Sachs has helped hundreds of for-profit and non-profit organizations rise above the din with campaigns built around the internal structures of ancient myth. With only a modest budget, his first two viral media efforts (The Meatrix http://www.themeatrix.com/, and Store Wars http://www.storewars.org/tater_tot.html) yielded forty million viewers.
Sachs is also the lead writer and co-creator, along with Annie Leonard, of The Story of Stuff series (http://www.storyofstuff.com/). Viewed by nine million people around the world, The Story of Stuff remains one of the most talked about viral and sustained social message campaigns on the Internet.
Drawing on the wisdom of Carl Jung and Joseph Campbell, Sachs will guide readers to harness mythmaking powers of their very own and combat the drudgery of the 3,500 ads placed in front of our faces each day. Weaving prescriptive tools throughout the book, Sachs will help communicators:
Identify and learn the best myth structures at work today
Find a tight-knit audience of evangelists to spread the word
Foster the image of their audience as potential heroes
Watch the message take on a life of its own
Winning the Story Wars will speak to the message-makers in any type of company or organization, encouraging communicators to look inside their brands, find the hero within, and tell the world about it.
About the Author: Jonah Sachs
Jonah Sachs is the founder and CEO of Free Range Studios, a graphic design and creative services firm.
In 2008, Fast Company featured Sachs in their Fast 50 people who might just save the planet. His work has won best website awards three times at the nation's leading digital festival, South by Southwest.
And in 2010, Free Range Studios was nominated for the National Design Award from the Smithsonian.
Sachs is also the lead writer and co-creator, along with Annie Leonard, of The Story of Stuff series (http://www.storyofstuff.com/). Viewed by nine million people around the world, The Story of Stuff remains one of the most talked about viral and sustained social message campaigns on the Internet. It is also being exhibited at Cooper-Hewitt.
|Book:||Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future|
|Publisher:||Harvard Business Review Press|
|Number of Pages:||272|
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