Jaws in Space – Why Storytelling is important and what managers can learn from bestsellers and movies (english)

The European Financial Review,
August / September 2013

In an over-communicated world, companies must remain audible, visible and consequently differentiable. This article considers how the dramatic elements that make good stories can be applied at the corporate level. Good companies, like good stories, need heroes, villains and a heroic tale to inspire their employees and customers.


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