TRUE STORY How to Combine Story and Action to Transform Your Business

Sean Runnette’s thoughtful, fluid performance creates a soothing space for listeners to hear this important book, which is about how businesses can be more successful by aligning everything the organization does with its true soul. The author’s message is revolutionary: Instead of traditional marketing, storytelling to sell products, he says companies should put more energy into “story-doing”—living an identity that is obvious to consumers and that shows them how their lives will change when they start associating with the company’s products. Red Bull’s identity, for example, is not just selling energy drinks; it’s about bringing consumers into a lifestyle that is adventurous, risk-taking, and masculine. With phrasing that allows every cutting-edge idea to reach the ear with pizzazz, Runnette’s performance makes this a thoroughly absorbing, must-hear audio. T.W. Winner of AudioFile Earphones Award © AudioFile 2014, Portland, Maine [Published: AUGUST 2014]