The Anatomy of Yes: The Story Behind Every Sale - Hardcover
Stories sell products. But why? More importantly, how can you construct a story that captures a customer's emotions, gets them to ignore your competition, and keeps them riveted to your storyline for a lifetime?
The answer is centuries old, and author Joseph G. Burke details how these stories began and how he applied them as a marketing executive at two of Forbes Top 25 Most Inspiring Companies in America.
Simply stated, your DNA is hardwired to a recurring three-act story. This story, with its five distinct archetypal patterns, were primally authored to scare you, protect you, and help you find enlightenment. In business, if you can master the construct of an archetypal story, not only will you develop customers for life, you'll sell more and serve more.
Each chapter concludes with a series of thought-provoking questions for leaders to contemplate, answer, and discuss. Ultimately, the book will empower you and your organization to better defeat the dragons of the competition and capture the treasure of yes.
The answer is centuries old, and author Joseph G. Burke details how these stories began and how he applied them as a marketing executive at two of Forbes Top 25 Most Inspiring Companies in America.
Simply stated, your DNA is hardwired to a recurring three-act story. This story, with its five distinct archetypal patterns, were primally authored to scare you, protect you, and help you find enlightenment. In business, if you can master the construct of an archetypal story, not only will you develop customers for life, you'll sell more and serve more.
Each chapter concludes with a series of thought-provoking questions for leaders to contemplate, answer, and discuss. Ultimately, the book will empower you and your organization to better defeat the dragons of the competition and capture the treasure of yes.
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About the Author:
JOSEPH G. BURKE has spoken on archetypal patterns and business strategy in over 100 forums including speeches at Boeing, USC Marshall School of Business, and the NG Customer Experience Summit. Burke created a startup digital agency at the age of 21, and served as a marketing executive at Disney and Goodwill two of Forbes top 25 Most Inspiring Companies in America. Burke currently owns creative business strategy agency, an award-winning toy company he started with his children, and collaborates on a portfolio of projects including producing and developing films. His most proud achievement is tempering dual roles as a "hunter" and "farmer," with his wife Ellen, a University Instructor, and their three children in Southern California.
"About this title" may belong to another edition of this title.
- PublisherWellspring
- Publication date2019
- ISBN 10 1929266987
- ISBN 13 9781929266982
- BindingHardcover
- Number of pages128
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