On Message: How a Compelling Narrative Will Make Your Organization Succeed

In this era of information overload and real-time communication where anyone can publish and broadcast to millions of people with the click of a button, there is no shortage of people talking about the need to get their message across, or having a "narrative." But for business, marketing, and political campaigns, there is no definitive how-to on crafting a compelling narrative that achieves lasting results. On Message solves that problem, illustrating how effective communicators understand the power of narrative, emotion, and simple messaging, and posits that having a personal, emotional narrative is the basis for all successful communication. Drawing on Zach Friend's own experience and insights from politics, advertising, corporate communications, entertainment, and social psychology, On Message provides a simple process for applying the powerful principles behind crafting a narrative. Specifically, listeners will learn how to focus their communication efforts in a dramatically more powerful way on the most important factor, narrative; master the mindset needed to become a better communicator and make a forceful impact on their audience; stop wasting time and energy gathering unnecessary facts and data that don't advance their message; and get results faster by using narrative as a productive tool that will fuel success.