deltaPraise for What's Your Story?:
Storytelling to Move Markets,
Audiences, People, and Brands



""An intriguing and instructive discussion on the power of storytelling in the business arena and beyond."
Douglas R. Conant
President and CEO
Campbell Soup Company

"As usual these two future-finders have their fingers on the pulse of what's happening - and what we need to know about. In every business, in every organization, the seven most important words these days are: 'But wait!. A story goes with it!' You need to read this book to find out why."
Alan Webber
Fast Company Magazine

"A great story sparks our imagination, challenges us to think, and resonates with our collective conscience. Ryan Mathews and Watts Wacker's story about telling storeis does exactly this. It is an essental guidebook for capturing and conveying the essence of corporate identities and enriching brands."
Paul A. Laudicina
Managing Officer and Chairman of the Board
A.T. Kearney

"What's Your Story? chronicles the art and science of storytelling, the most effective communication device used with various degrees of success by societies and individuals since the beginning of time. Authors Ryan Mathews and Watts Wacker are not only gifted historians and futurists, but articulate storytellers as well, making this, their second collaboration, a delightful read for a wide audience. I was so fascinated by their insights in how companies and individuals tell their stories that I bought copies for all of our executive leadership team and for my spouse and children as well. None of them were disappointed and all have started honing their skills by using the advice offered by the authors in this clever, well-written book.

"Three thumbs up for What's Your Story? Three thumbs? That's another story."
Bob Rich
Rich Products Corp.
Author of Fish Fights, The Fishing Club, and Secrets from the Delphi Café

"There is an old Irish proverb that translates into: 'Listen to the sound of the river if you want to catch a fish.' What's Your Story? is the ideal way to listen to the marketplace, and readers will find the fishing there to be both fun and profitable."
Senator Feargal Quinn
Seanad √Čireann (Irish Senate)

"Everyone enjoys great storytelling, whether in a book, movie, or play. Ryan Mathews and Watts Wacker have now applied the art of storytelling to business and provided us with tools and examples that show us how stories can strengthen our brands, companies, and industries."
Kimberly Till
Chief Executive Officer, North America
Taylor Nelson Sofres ("TNS")

"I loved this book. It was witty and irreverent, and totally relevant to anyone in business today, regardless of discipline. Everyone likes a good story and the business lessons in What's Your Story? will resonate with everyone."
Lisa J. Donahue
Managing Director, AlixPartners
Executive Vice President and Chief Financial Officer
Calpine Corporation

"This book is a must-read for marketers, brand managers, marketing students and, more globally, for anyone interested in understanding the emotional attraction/repulsion effects brands have on us.

"A lot has been written on brands; however, this is the first book to analyze branding through the original angle of 'storytelling'. Ryan Mathews and Watts Wacker make a brilliant demonstration showing why and how a great and emotional story is one of the key success factors of a strong brand.

"The Walt Disney Company has elevated this branding strategy based on storytelling to an art. Every Disney animated movie tells a great story which is developed into a standalone brand. Each product featuring the movie characters contributes to telling the same story and acts as media delivering brand awareness and, ultimately, building brand equity. "
Dominique Bourse
Co-Chairman and Co-Chief Executive Officer
Cyber Group Europe
Former Senior Vice President, The Walt Disney Company (Europe)

"My take: This book reinforces the sometimes forgotten notion that a great story, told by a great storyteller. can capture and transport thinking to a new place and a new perspective. When done well, it is an instrumental tool in propelling the audience toward getting the correct point. Anyone in the business of conveying, communicating, and convincing should take note."
Tom Zatina
McLane Foodservice

"Today, businessmen, mothers, teachers, lovers, politicians, and more are communicating around the world with the stroke of a keyboard or touchpad. What is lost in this method of communication is the essence of the message, some critical fact, the true meaning, or even the intended tone of voice. Mathews and Wacker point out In their wonderful book, What's Your Story?, that storytelling's origins go back thousands of years and is an art that passes through entire civilizations. Stories often span generations and are immensely powerful in shaping the perception of an individual or an organization. Mathews and Wacker detail what it takes to be an effective storyteller.

"Connections made through stories often lead to richer personal and business relationships and give a clearer understanding why a certain path was chosen. Mathews and Wacker entertain the reader and cite numerous examples of how past and present notable people have cultivated a public persona that was different from their personal lives. I, for one, will never think of Walt Disney the same.

"Even at an Internet startup like eBags.com, which launched in 1999, new team members almost a decade later soak in stories about how the company started in a living room, survived on credit card debt, and faced seemingly insurmountable challenges, including the dot.bomb and the 9/11 tragedy. And as eBags has expanded to Europe and Japan, stories of the frugal early days play a key role in grounding new eBaggers into the company culture. On a personal level, my story of surviving a deadly cancer directly led to the life-changing realization that I wanted to co-found the world's largest online retailer of bags. "
Peter Cobb
Co-founder/Senior Vice President Marketing

"Stories are the fabric of history.

"There are many who are involved and engaged in creating the grand historical tales. However, for me it is about personal history...family history and that is the responsibility of just a few. In life, you touch only 3 generations. The generation before you, yours, and the next one. So, the story of one's legacy cannot be left to others. It must be shaped within this small window and many neglect to tell their story to inform the many generations who follow. Families who care...families that matter must accurately convey their stories.

"These stories are the fabric of society."
Jon Luther
Chief Executive Officer
Dunkin Brands