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Imperial Library
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Index
Preface
Who Are You—And Why Do You Need to Know?
We Are More Powerful Than We Think
Introduction
Two Kinds of Companies
The Downside of Playing to Win
Redefining Greatness
Move Intentionally and Build Things
Part One
The Reason
Meaning Is a Competitive Advantage
Narrative and Identity
Who Do You Think You Are?
The Narrative Effect
The Business of Story
Story As Strategy
The Story-Driven Framework
Part Two
Building a Story-Driven Company
Courage and Conviction
Maximum Impact
The Power of Your Backstory
The Importance of Values
The Value of Purpose
Vision
Strategy
Case Stories
Tesla
Emma Bridgewater Pottery
Miss Gertrude Salon
Wikipedia
Les Mills Group
Same Day Dental
Finland’s Baby Welcome Kits
James Day Wedding Photography
The Virgin Group
The Michelin Group
IKEA
Heat Holders Thermal Socks
Small Giants
Melbourne’s Happiest Tram Driver
Fiasco Gelato
Part Three
Developing Your Story-Driven Strategy
Conclusion
The Making of Us
Creating the Future We Want to See
Resources
References
Acknowledgements
About the Author
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