---
product_id: 119077741
title: "Storytelling in Business: The Authentic and Fluent Organization"
brand: "stanford business books"
price: "FREE"
currency: ISK
in_stock: false
reviews_count: 7
category: "Digital Ebook Purchas"
url: https://www.desertcart.is/products/119077741-storytelling-in-business-the-authentic-and-fluent-organization
store_origin: IS
region: Iceland
---

# Storytelling in Business: The Authentic and Fluent Organization

**Brand:** stanford business books
**Price:** FREE
**Availability:** ❌ Out of Stock

## Quick Answers

- **What is this?** Storytelling in Business: The Authentic and Fluent Organization by stanford business books
- **How much does it cost?** FREE with free shipping
- **Is it available?** Currently out of stock
- **Where can I buy it?** [www.desertcart.is](https://www.desertcart.is/products/119077741-storytelling-in-business-the-authentic-and-fluent-organization)

## Best For

- stanford business books enthusiasts

## Why This Product

- Trusted stanford business books brand quality
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## Description

Full description not available

## Images

![Storytelling in Business: The Authentic and Fluent Organization - Image 1](https://m.media-amazon.com/images/I/510bpcbiSaL.jpg)

## Customer Reviews

### ⭐⭐⭐ 







  
  
    Just not the right book for my purposes
  

*by L***O on Reviewed in the United States on February 22, 2016*

A bit simple.

### ⭐⭐ 







  
  
    This book is a report on what the author has ...
  

*by P***R on Reviewed in the United States on September 2, 2016*

This book is a report on what the author has done in some organizations. It is not a "how to" book.

### ⭐⭐⭐⭐⭐ 







  
  
    Required reading for communication professionals AND executives
  

*by K***K on Reviewed in the United States on October 27, 2013*

Two important observations about this brief, yet thorough book.First, it should be required reading by EVERY corporate communications professional, and EVERY marketing professional.Second, it should be required reading for any executive faced with a tough turnaround challenge or faced with implementing critical changes - whether a CEO of an entire enterprise or a manager of division or business line. (In fact, a subtitle for some of the examples Forman presents might be "How to Save Your Company with Storytelling.")For a corporate communications or marketing professional, the story telling principles outlined in this book should be a key part of your arsenal.  If you haven't created an "authentic" and "fluent" story or set of stories for your company or your product line, get this book and see how it gets done, and do it for your business. Through a series of case studies from four companies - Schering-Plough, FedEx, Chevron, and Philips - Forman delves deeply into how these businesses formulated their stories and implemented their delivery to key audiences. (Forman also brings in examples from other companies besides these four).  Forman lays out the lessons learned and provides a set of checklists for you to use in developing your own stories. And while Forman's case studies come from large organizations, the principles and lessons will work for smaller enterprises.However, the book is more than a how-to book. It also weaves in examples from literature, film, and personal stories.For me, the most compelling part of the book is Forman's section on the turnaround of Schering-Plough, and how CEO Fred Hassan and his team used storytelling principles in their effort to resurrect what Hassan called "a wounded company in prolonged decline." By formulating a 5-chapter prospective narrative about where they planned to take the company, Hassan and his team laid out a turnaround vision that was used to communicate with employees, stakeholders, and regulators. This story dovetailed with the turnaround strategic plan and roadmap.  As I was reading the Schering-Plough section of the book, it was astonishing to me how much effort and intelligence were brought to bear to formulate the story, deliver the story over a long time period, AND implement business changes necessary to make the story come true.  Whatever the company paid Hassan and his team was not enough. Though the story was never quite finished as originally formulated - Schering-Plough eventually merged with Merck - you know that the ending would have occurred as planned."Storytelling in Business: The Authentic and Fluent Organization" - the end product of a four-year effort and hundreds of interviews with business leaders - is an outstanding treatment of this important business communication technique.  And done in a little more than 200 pages.

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*Product available on Desertcart Iceland*
*Store origin: IS*
*Last updated: 2026-03-14*