The Strategic Storyteller
Описание книги
Make sense of college admissions and prepare a successful application Admission Matters offers comprehensive, expert, and practical advice for parents and students to guide them through the college admissions process. From building a college list, to understanding standardized tests, to obtaining financial aid, to crafting personal statements, to making a final decision, this book guides you every step of the way with clear, sensible advice and practical tips. This new fourth edition has been completely updated to reflect the latest changes in college admissions. including new developments in standardized testing, applications, financial aid and more. Questionnaires, interactive forms, checklists, and other tools help you stay focused and organized throughout the process.. With the answers you need and a down-to-earth perspective, this book provides an invaluable resource for stressed-out students and parents everywhere. Applying to college can be competitive and complex. Admission Matters offers real-world expert advice for all students, whether you're aiming an Ivy or the state school close to home. It also includes much needed guidance for students with special circumstances, including students with disabilities, international students, and transfer students. In addition, athletes, artists and performers, and homeschoolers will find valuable guidance as they plan for and apply to college. Understand how the admissions process works and what you can and cannot control Learn how to build a strong list of good-fit colleges Craft a strong application package with a compelling personal statement Get expert advice on early admissions, financial aid, standardized testing, and much more Make a final decision that is the right one for you Whether you think you've got applying to college under control or don't even know where to begin, Admission Matters is your expert guide throughout the college admissions process.
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Jutkowitz Alexander. The Strategic Storyteller
Introduction: A Call for Storytellers
1. Wisdom, Wonder, and Delight
Glamour and Grammar
The Power of Stories
This Is Your Brain on Good Content
Strategies of Delight
The Runway and the Beltway: Informal Networks of Influence
How Good Content Helps Us Be Our Best Selves
Content Creates Guiding Narratives
What's Old Is New Again
How to Find Good Stories
2. The Age of the Educated Consumer
Why Politics Won't Teach You about Marketing
The Educated Consumer
3. It's about Human Nature
Learning from the Best Human Storytellers
4. It's Life Stages, Not Ages: The Generation Myth and the Power of Personalization
Data and Privacy
The Evolution of Personalization
Personalization for B2B
Mobile and Omnichannel Personalization
Taking Personalization Off‐Line
5. Atomize, Serialize, Magnetize, and Keep Your Velocity
Solving for Distribution
Velocity Is Transformational
6. Only Connect: Creativity and Consistency
Building a Content Culture
Inspiring Organization‐wide Creativity
Individual Creativity
Connectivity
How Brands Evolve
7. Content Marketing Applied Part 1
Content Marketing Applied: The Content Hub
The Process of Creating a Hub
Thought Leadership
Have a Strong Visual Vocabulary
Emerging Platforms
The Best Content Hubs…
Internal Communications
8. Content Marketing Applied Part 2
Knowledge Transfer: Putting It All Together
How the Industry Is Changing
9. Asymmetrical Thinking
Afterword: The Future of Storytelling
Отрывок из книги
The world is in dire need of stories. Information is abundant, but stories are rare.
It is not a subjective impression that our lives are getting faster and more complex. We are speaking faster than we were a decade ago, perhaps because we have more to say given that the amount of data in the world is growing at a rate of 60 percent per year.
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On an organizational level, storytelling requires us to find new language and images to represent our goals and our purpose that can be understood by a wider audience, not just the small circles that already speak our jargon. By making our purpose clear to others, we make it clear to ourselves.
On a strategic level, a fully grown storytelling function within an organization can mean the difference between life and death. Stories are the lifeblood of political campaigns. In the history of U.S. politics, it's the figures with the best stories that also radiate the most power, even generations after their deaths. We all know a few anecdotes or have a general sense of the personal brand of our greatest presidents, like Washington, Lincoln, and Teddy Roosevelt. In contemporary politics, the right story can win or lose an election, pass a piece of legislation, or end a war. In business, the right story defines any company's most valuable asset: its brand.
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