You might have heard us talking about Baked In: Creating Products and Businesses That Market Themselves. It’s by two of the best minds ever on connecting with consumers; Alex Bogusky and John Winsor.
A useful quote from the book about storytelling:
“Whenever a company consciously and effectively tells its own stories, others begin telling them too.. But to be successful, proper consideration for a story is essential to your company’s success – because a story is almost always the shorthand consumers use to understand you.”
If you’re interested in Baked In you might find this archived Q&A with Alex and John useful.