They wanna sell you a story...
http://observer.guardian.co.uk/business/story/0,6903,1641241,00.html
Forget marketing, a new book claims that the narrative thread is all,
writes Simon Caulkin
Sunday November 13, 2005
The Observer
If you had to write your organisation's obituary, what would it say?
Would there be any mourners? Has it made any difference to anyone?
Would the world be worse off without it? Would anyone actually notice?
Faced with this question, say Klaus Fog and Christian Budtz, most chief
executives are struck dumb, with no idea how to reply - a telling
indication of the tenuousness of their companies' hold on their purpose
and meaning. If those inside the firm cannot encapsulate the core
story, how can those outside be expected to understand it?
Simon Caulkin
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