In The Sea We Swim In, Frank Rose leads us to a new understanding
of stories and their role in our lives. For decades, experts from
many fields—psychologists, economists, advertising and marketing
executives—failed to register the power of narrative. Scientists
thought stories were frivolous. Economists were knee-deep in
theory. Marketers just wanted to cut to the sales pitch. Yet
stories, not reasoning, are the key to persuasion. Whether we’re
aware of it or not, stories determine how we view the world and our
place in it. That means the tools of professional
storytellers—character, world, detail, voice—can unlock a way
of thinking that’s ideal for an age in which we don’t passively
consume media but actively participate in it. Building on insights
from cognitive psychology and neuroscience, Rose shows us how to
see the world in narrative terms, not as a thesis to be argued or a
pitch to be made but as a story to be told. Leading brands and top
entertainment professionals already understand the vast potential
of storytelling. From Warby Parker to Mailchimp to The Walking
Dead, Rose explains how they use stories to establish their
identity and turn ordinary people into fans—and how you can do
the same.
General
Imprint: |
W W Norton & Co Inc
|
Country of origin: |
United States |
Release date: |
23 April 2024 |
Authors: |
Frank Rose
|
Dimensions: |
210 x 140mm (L x W) |
Pages: |
304 |
ISBN-13: |
978-1-324-07455-7 |
Categories: |
Books
|
LSN: |
1-324-07455-8 |
Barcode: |
9781324074557 |
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