The Strategic Storyteller
Make sense of college admissions and prepare a successful application Admission Matters offers comprehensive, expert, and practical advice for parents and students to guide them through the college admissions process. From building a college list, to understanding standardized tests, to obtaining financial aid, to crafting personal statements, to making a final decision, this book guides you every step of the way with clear, sensible advice and practical tips. This new fourth edition has been completely updated to reflect the latest changes in college admissions. including new developments in standardized testing, applications, financial aid and more. Questionnaires, interactive forms, checklists, and other tools help you stay focused and organized throughout the process.. With the answers you need and a down-to-earth perspective, this book provides an invaluable resource for stressed-out students and parents everywhere. Applying to college can be competitive and complex. Admission Matters offers real-world expert advice for all students, whether you're aiming an Ivy or the state school close to home. It also includes much needed guidance for students with special circumstances, including students with disabilities, international students, and transfer students. In addition, athletes, artists and performers, and homeschoolers will find valuable guidance as they plan for and apply to college. Understand how the admissions process works and what you can and cannot control Learn how to build a strong list of good-fit colleges Craft a strong application package with a compelling personal statement Get expert advice on early admissions, financial aid, standardized testing, and much more Make a final decision that is the right one for you Whether you think you've got applying to college under control or don't even know where to begin, Admission Matters is your expert guide throughout the college admissions process.
Читать The Strategic Storyteller онлайн беплатно
THE STRATEGIC STORYTELLER
CONTENT MARKETING IN THE AGE OF THE EDUCATED CONSUMER
ALEXANDER JUTKOWITZ
Copyright © 2017 by Alexander Jutkowitz. All rights reserved
Published by John Wiley & Sons, Inc., Hoboken, New Jersey
Published simultaneously in Canada
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.
For general information about our other products and services, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.
Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.
Library of Congress Cataloging-in-Publication Data
Names: Jutkowitz, Alexander, 1968– author.
Title: The strategic storyteller: content marketing in the age of the educated consumer / Alexander Jutkowitz.
Description: Hoboken, New Jersey: John Wiley & Sons, Inc., [2017] |
Identifiers: LCCN 2017020141 (print) | LCCN 2017032080 (ebook) | ISBN 9781119351443 (pdf) | ISBN 9781119345091 (epub) | ISBN 9781119345114 (cloth)
Subjects: LCSH: Marketing. | Storytelling. | Content (Psychology)
Classification: LCC HF5415 (ebook) | LCC HF5415 .J87 2017 (print) | DDC 658.8/02 – dc23
LC record available at https://lccn.loc.gov/2017020141
Cover Design: Wiley
Cover Illustration: © Group SJR
Introduction: A Call for Storytellers
If we cannot tell a story about what happened to us, nothing has happened to us.
– James P. Carse
The world is in dire need of stories. Information is abundant, but stories are rare.
It is not a subjective impression that our lives are getting faster and more complex. We are speaking faster than we were a decade ago, perhaps because we have more to say given that the amount of data in the world is growing at a rate of 60 percent per year.
In response, organizations have grown 35 times more complex over the past seven decades. For those of us who live our lives inside organizations, lead them, or communicate for them, this means that our day‐to‐day experience is ever tougher to manage.
As if this were not enough, the stories we get about the world are not in agreement with one another. Open the pages of any major news outlet, and you will find stories of precarious societies riven by violence, ideological conflict, and environmental collapse. Yet against this continuous buzz of catastrophe, it is also somehow true that the share of the global population living in extreme poverty has fallen by 50 percent since 1990. Which story to believe? And if both are to be believed, what larger story can explain them both?
If we're going to make sense of all this, we need more storytellers. We need more people with the tools and the desire to dig into the world's information and build their own stories out of it.
As digital technology breaks down the barriers between jobs, sooner or later all of us will be asked to tell stories in the course of our professional lives. We will be asked to make a case for ourselves, our work, our companies, and our future.
This is good news, because when we tell stories, unique and useful things happen.
Storytelling flexes the same muscles that allow organizations to pivot quickly around crisis or opportunity. To construct a coherent story requires that we make connections between parts of ourselves and our companies that wouldn't otherwise exist. Having these connections ready can mean the difference between survival or failure when we are met by the inevitable shocks of the future.
