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The Story Engine
Something new is appearing at the top of the org chart.
A new leadership role is quietly emerging across some of the most closely watched companies in the world. Head of Storytelling. VP of Brand and Narrative Marketing. Head of Strategic Positioning Narratives. The titles differ. The brief is always the same: go build the story this company should be telling and make it stick everywhere.
I studied 25 of these roles across 23 companies and 21 industries. This is what I found.
What's inside the book...
The Science of Persuasion — Logos, Pathos, Ethos. Two thousand years of persuasion science, applied to modern product marketing.
The Hero's Journey — Campbell's four-stage story structure, mapped directly onto the customer journey. A practical template for generating product narratives from scratch.
The Seven Basic Plots — Every story follows one of seven plots. This section shows you which one fits your product, your market, and the story you actually need to tell.
Discovery and Distillation — Two stages: generating the raw material and compressing it into its most powerful form. A story that can land in five seconds or a full keynote.