The author, a professional storyteller, emphasizes that every organization has at least four stories to tell that will differentiate, captivate, and elevate their audience.
· Value Story—to convince customers they need what you provide.
· Founder Story—to persuade customers your organization is worth the investment.
· Purpose Story—to align and inspire your employees and internal customers.
· Customer Story—to allow those who use your product or service to share their authentic experiences with others.
These stories equally apply to school marketing. Actionable steps are included that will assist a school in finding, crafting, and leveraging their stories.
Author: Michael J. Gelb and Sarah Miller Caldicott
