CONTENTS
INTRODUCTION
PART ONE: PROBLEM
1. AWASH IN BITS AND BULLETS
Click, Click, Click…
We Are All Fighter Pilots
So, How Do We Com-mu-ni-cate?
Lots of Tools, No Blueprints
Building Muscle, Not Fat
Summary
My Thoughts and Ideas
PART TWO: SOLUTION
2. STORIES WORK
People Are Bulletproof
Gaining Traction
Why Stories Work
3. WORK STORIES
High-Stakes versus Low-Stakes Communications
Work Stories
Don’t Be Invisible
The Key Ingredient
PART THREE: TOOLS
4. THE WIN BOOK
Embarrassment of Riches
Win “File” to Win “Book”
Elements of the Win Book
Using Your Win Book
What a Win Book Is Not
5. THE STORY MATRIX
Panning for Gold
The Vertical Axis—Story Types
The Horizontal Axis—Performance Skills
Using Your Story Matrix
6. THE STORY COACH
Telling Stories
IGNITE
Using the Story Tools: A Six-Step Process
PART FOUR: TECHNIQUES
7. LEADERSHIP STORIES
Cutting through the Noise
Open Source, Not Proprietary
Putting It All Together
Story: “The New News Blues”
Lead with Stories
8. SELLING STORIES
Attention, Please!
Stories Differentiate You
Story: “A Sprint to the Finish”
Sell the Truth
9. MOTIVATIONAL STORIES
Giving Gifts
Choosing “Motivation” Stories
Story: “Up, Down, All Around”
The End of This Story
APPENDIX
NOTES
BIBLIOGRAPHY
INDEX
MY STORY MATRIX
