Wiley VCH Verlag, 268 Pages, September 2013
Managers spend 80 percent of their time on communication. Too bad that most of what they say doesn’t stick with the audience. Why? Because we have forgotten how to tell good stories. Despite the fact that we are born storytellers. The problem is that the corporate world believes that serious communication has to be fact-heavy and stodgy. The consequence is that media, bloggers and the gossip grapevine gain the authority to interpret the internal and external representation of the company. Because their stories are usually better. The company and its value propositions fall by the wayside. But it doesn’t have to be that way!
“Jaws in Space – Storytelling for Managers” shows you how to benefit from the successful methods used by best-selling authors and Hollywood moviemakers, without slipping into the trivial. It awakes in the reader the ability to tell exciting and enthralling stories – a skill that every human being has by nature. Because human beings are natural storytellers. All we need to do is to rediscover this ability. This book shows you how!
„Facts come and go. Stories stay.“
Nassim Nicholas Taleb, author of “The Black Swan” and “Antifragile”
„People do not buy facts but stories. Veit Etzold shows in a very clear and entertaining way how managers can use storytelling to control the ‘company ship’.“
Rolf Schmidt-Holtz, CEO of Sony Music Entertainment until 2011
“As presented by Veit Etzold, storytelling is a convincing way to turn the analytical into real action – while engaging executives emotionally. For consultants it’s an essential part of good client work.“.
Dr. Klaus-Peter Gushurst, Managing Director Strategy, formerly Booz & Company, Germany/Switzerland/Austria
“Given the masses of information that bombard managers and staff nowadays, it’s increasingly necessary to communicate important messages clearly and effectively. Veit Etzold’s approach helps executives at all levels to use these management methods.”
Roland Polte, Chief Executive Personnel, Dräxlmaier Group