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

The European Financial Review,
August / September 2013

In an over-communicated world, companies must remain audible and visible: this is the only way they can be differentiated from their competitors. This article considers how the dramatic elements that make good stories can be applied at the corporate level. Like good stories, good companies need heroes, villains and a heroic tale to inspire their employees and customers.


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