Attenzi: A Social Business Story
Social business is deep and wide and awesome.
At least I think so. And because I'd love others to think similarly, and sooner than later, I decided it was worthy of a story. In a Fast Company article, the author of The Storytelling Animal, Jonathan Gottschall, explains:
Until recently we’ve only been able to speculate about story’s persuasive effects. But over the last several decades psychology has begun a serious study of how story affects the human mind. Results repeatedly show that our attitudes, fears, hopes, and values are strongly influenced by story. In fact, fiction seems to be more effective at changing beliefs than writing that is specifically designed to persuade through argument and evidence.
Wow. So it seems in the days of Twitter and Snapchat and Pinterest, with everyone carrying a supercomputer and hi-def video camera in their pockets, the story remains a powerful way to convey ideas. A good story leaves readers thinking differently and encouraged to spread the ideas.
I've written Attenzi - a social business story in association with Social Media Today, and I'm delighted the story is fronted by two forewords: by Robin Carey, founder and CEO of Social Media Today, and by Adam Pisoni, co-founder and CTO of Microsoft Yammer.
We've made it open and free and available in full in all popular digital formats – after all, in the age of social, why put a barrier between you and a good story? We look forward to learning what you make of it.
I'm Managing Partner, Euler Partners, and the author of The Business of Influence: Reframing Marketing and PR for the Digital Age (Wiley, 2011) and Attenzi – a social business story (2013). I also contributed the digital marketing chapter of The Marketing Century, a book celebrating the centenary of the Chartered Institute of Marketing, two chapters of the best-selling Share This from the ...
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