Stories that stick: how storytelling can captivate customers, influence audiences, and transform your business

Introduction: Slovenia, JFK, and the story that kidnapped by husband

Part 1: The irresistible power of storytelling. The gaps in business and the bridges that close (and don't close) them ; Once upon a brain ; What makes a story great

Part 2: The four essential stories

the tales every business needs to tell. The value story ; The founder story ; The purpose story ; The customer story

Part 3: Create your story

finding, crafting, and telling your story. Finding your story ; Crafting your story ; Telling your story

Conclusion: Happily ever after is just the beginning

Appendix: The four-story cheat sheet.