The Right Story: A brief guide to changing the world

"Every Jiwa book is a special event, and this one is no exception. Memorable stories about stories, practical, hard-won insights about how people change and why. Short and powerful."
SETH GODIN

What makes some bad ideas successful, and why do many good ideas fail?

It turns out that there’s no such thing as a bad idea or a good idea. There is only the wrong story or the right story. The right story is one that is trusted. It is believed because it is told by the right person, for the right reasons, in the right way, at the right time, to the right people. The success or failure of our ideas depends on us telling the right story. We can only do that by being clear about the change we want to create, and why—and then bringing enough of the right people with us on the journey. It’s up to us, the changemakers of today and tomorrow, to galvanise those people we hope to bring on the journey with us.

That’s what this book is about. It’s not just about helping you to change someone’s mind. It’s about how you can get better at articulating the change you want to create and understanding the people you want to influence, inspire or impact—so you can build upon what they already believe and ultimately shape the future you and they want to see.

• Story Driven: You don't need to compete when you know who you are
• Make Your Idea Matter: Stand out with a better story
• Difference: The one-page method for reimagining your business and reinventing your marketing
• Meaningful: The Story of Ideas That Fly
• Marketing: A Love Story: How to Matter to Your Customers
• The Fortune Cookie Principle : The 20 Keys to a Great Brand Story and Why Your Business Needs One.
• Hunch: Turn Your Everyday Insights Into The Next Big Thing
• Words That Change Minds: The 14 Patterns for Mastering the Language of Influence
• The Scribe Method: The Best Way to Write and Publish Your Non-Fiction Book
• Seven Stories Every Salesperson Must Tell