STORYTELLING IN BUSINESS: THE AUTHENTIC AND FLUENT ORGANIZATION

Book ID/图书代码： 12347013B65094

English Summary/英文概要： Storytelling can be a lifelong and life sustaining habit of mind, a personal inheritance that connects us to our communities. It can also serve as an organizational inheritance—a management tool that helps businesses to develop and thrive. For more than a decade, award-winning author Janis Forman has been helping executives to tell stories in service of their organizational objectives. In Storytelling in Business: The Authentic and Fluent Organization, she teaches readers everywhere how the craft of storytelling can help them to achieve their professional goals.

Focusing on the role of storytelling at the enterprise level, this book provides a research-driven framework for engaging in organizational storytelling. Forman presents original cases from Chevron, FedEx, Phillips, and Schering-Plough. Organizations like those featured in the book can make use of storytelling for good purposes, such as making sense of their strategy, communicating it, and developing or strengthening culture and brand. These uses of storytelling generate positive consequences that can have a sustained and significant impact on an organization. While large firms employ teams of digital and communication professionals, there’s much that any of us can extrapolate from their experience to create stories to further our own objectives.

To show the reach of storytelling, Forman conducted 140 interviews with professionals ranging from CEOs in small and thriving firms, to corporate communication and digital media experts, to filmmakers—arguably the world experts in visual storytelling. She draws out specific lessons learned, and shows how to employ the road-tested strategies demonstrated by these leaders. Although this book focuses on storytelling in the context of business, Forman takes inspiration from narratives in literature and film, philosophical and social thought, and relevant concepts from a variety of other disciplines to instruct the reader on how to develop truly authentic and meaningful tales to drive success. A final chapter brings readers back to square one: the development of their own "signature story."

This book is a pioneering work that guides us beyond the pressure and noise of daily organizational life to influence people in a sustained, powerful way. It teaches us to be fluent storytellers who succeed by mastering this vital skill.

Chinese Summary/中文概要： 讲故事是一项可以持续终身的兴趣爱好，是每个人都可以传承给下一代，并将我们与所在社会紧紧相连的信息。企业的故事也可以具有传承性，并帮助企业发展繁荣。十几年来，屡获殊荣的作家詹尼斯.福尔曼一直在帮助裁决者们通过讲故事实现他们的企业目标。在《在企业中故事：真实而流利的语言组织》中，她传授给读者讲故事的技巧是如何帮助他们实现职业目标的。侧重于讲故事在企业层面的作用，书中讲了一些当今的成功案例，当然还提及了雪佛龙，联邦快递，菲利普斯和先灵葆雅等公司。这些公司的裁决者们善加利用了讲故事的效果，例如使他们的政策更明白，使之能传递，并发展加强企业的文化与品牌。由此而引发的正面影响会对企业产生持久而深远的影响。当大公司聘请数字媒体专业团体时，我们就可以从中吸取经验，创造自己的故事，有朝一日实现自己的目标。

为了证明讲故事的效果适用的广泛性，福尔曼采访了140名专业人士，包括中小蓬勃发展企业的首席执行官，企业通信和数字媒体的专家，还有制片人，他们可以说是用视觉讲故事的世界级专家。她吸取从访谈中学到的精华并展示给读者。虽然这本书侧重于讲故事在商业领域的作用，福尔曼却是从文学和电影的叙事手法，对哲学和社会的思考中汲取的灵感，以及还有许多其他领域的相关概念都给予了读者指导，该如何利用真实而流利的故事获得成功。最终章节将读者们带回原点：打造自己的“品牌故事”。

这本书可以说是一部先锋作品，它指导我们在这繁忙嘈杂的生活中用持续有力的方式影响人们。掌握了流利讲故事的技巧，终会成功。（XAT）

Awards/获奖情况：“坚实的研究和实际的指导能巧妙融合的作品很少见，《在企业中讲故事》就成功地做到了这两点。对于商业学者和实践者来说，这本书都是很宝贵的资源。强烈推荐。”——M.S.斯堡，《选择》作者

“福尔曼举出了许多成功的案例向读者说明为什么讲故事的方式在商业环境中也能有非凡的效果。因为故事能让人们暂时忘却繁忙，被吸引过来，产生影响，创造意义，体现价值，并获得他们的信任。”——沙龙.希恩

“《在企业中讲故事》中，詹尼斯.福尔曼展示了成功的领导者是如何通过真实而吸引人的故事获得成功的。对于学者来说，书中阐述了人文概念被运用到商业这一有趣的现象；对于商务人士来说，书中对如何通过道德故事激励鼓舞他人提供了很多发人深省的想法。”——达芙妮.A.詹姆森，康奈尔大学

“《在企业中讲故事》给了读者很大的期许，也具有极强的说服力，叙述在领导，激励和塑造企业中的重要性。讲故事的方法在任何企业中都有用，福尔曼的这部作品会告诉你这是如何做到的。”——凯西.伦茨，辛辛那提大学

“许多商务人士都明白讲故事的力量能塑造企业使命，聘请员工，鼓舞客户，影响公众和股东的想法。然而，很少有人能有战略性，创新性的技巧来讲出他们自己的品牌故事并将之用对地方。福尔曼的这部作品并不只是简单地告诉你该怎么做，而是提供了一个框架，让读者理解有组织地讲故事的目的和元素。这本书能训练我们流利地讲故事，并养成这样的一个思维习惯。”——芭芭拉.肖恩，西北大学，《商务交际：是你的专业技巧发亮》

About the Author/作者介绍： 詹尼斯.福尔曼是加州大学洛杉矶分校安德森商学院管理沟通计划的创办人和主任。在这个职位上，她曾传授多家跨国公司，例如可口可乐，迪斯尼，微软以及美国和海外刚起步的公司的工商管理硕士们，交流就像是一种带有说服性的讲故事方式。福尔曼因她的研究屡获殊荣，授予奖项的组织包括富布赖特基金会，国际商务教育与研究中心，国家人文基金会，以及加州大学洛杉矶分校安德森价格创业研究中心等。她与保罗.阿亨地一起合著了《商务沟通的力量》，获得了商务沟通协会的卓越出版物奖项。福尔曼为多家企业担当顾问。

Janis Forman is the founder and Director of the Management Communication Program at the UCLA Anderson School of Management. In this capacity, she has taught communication as a form of persuasive storytelling to full-time and executive MBA’s who conduct strategic studies for multi-national companies like Coca-Cola, Disney, and Microsoft and for start-up firms in the United States and abroad. Forman has received numerous awards for her research, including fellowships from the Fulbright Foundation, the Center for International Business Education and Research, the National Endowment for the Humanities, and the UCLA Anderson Price Center for Entrepreneurial Studies. With Paul Argenti, she is author of The Power of Corporate Communication, which won the Distinguished Publication Award from the Association for Business Communication. Forman has consulted with a wide variety of organizations.

Format:HARDCOVER

Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE

Complex/Traditional Chinese/繁体中文：AVAILABLE

Sales in other countries/其他国家销售情况：

原文第一章内容：暂无

手稿：暂无

大纲：暂无