He and Gerace teach a seminar and have written a book called Storynomics: Story-Driven Marketing in the Post-Advertising World , which lays out the 8 stages of designing a good story.
McKee and Gerace's Storynomics model
McKee and Gerace's Storynomics model
The essence of the book is the application of McKee's model of Hollywood film plot development to marketing.
The model, first explained in McKee's 1997 book Story and repeated in Storynomics , is that the plot begins when an inciting incident throws the protagonist's life out of balance.
To restore balance, the protagonist sets out in search of an object of desire.
The film describes the quest, in the face of numerous obstacles, usually of kazakhstan consumer mobile number list increasing difficulty, to reach the object of desire. The plot culminates when the mission is accomplished or failed.
Andy Raskin helps CEOs align their teams around a strategic narrative.
His clients include venture capital-backed companies and some large enterprises.
I first came across Andy when he published an article in 2016 titled “ The Greatest Sales Deck I've Ever Seen. It's Zuora's and it's brilliant. Here's why.” That post now has several million views.
I had the opportunity to personally interview Andy a few months ago, and he was interested enough to share his story and methodology.
Andy calls strategic narrative “ the story in buyers’ heads .”