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Good Stories Drive Great Strategy
filed in Storytelling, Strategy
Good stories have always driven great strategy—not the other way around.
Companies forgot this in the golden age of advertising when they began asking ad agencies what they could say to sell more products, instead of first understanding what they must say to show who they were and what they stood for.
Successful brands have a great story long before they have a grand plan.
Image by Alice Donavan Rouse