of the hero’s journey. Joseph Campbell
famously revealed that this universal story
structure holds true for myths from
around the world. In some of his most
successful work, Sachs realized he had followed Campbell’s model without having
a name for it.
Sachs offers some additional archetypes
to help make sure your story grabs your
audience. He calls them freaks, cheats
and familiars, and likens them to characters as different as Eve and the Old Spice
Guy. He also draws examples and inspiration from high and low culture—
multi-million-dollar marketing campaigns and
accidental YouTube phenomena. His
selections are apt and engaging, but more
short-lived web sensations may lose significance over time.
Sachs encourages marketers to identify
and involve “agents of authenticity” in
the creation of brand stories. These are
people who share the values of your
business but remain outside of it. They
would contribute honest accounts of
your work and enrich the stories that
define your brand. In a book full of illus-
trations and examples, it’s striking that
Sachs offers this suggestion without sup-
port. It’s a big ask for any brand and
seems to merit further exploration.
In Winning the Story Wars, Sachs makes
a compelling case for the transformative
power of story and calls on modern-day
mythmakers to use story to create a
brighter, better world.
about the reviewer
Angela Kilduff provides strategic storytelling services at Duarte Inc., a global
leader in presentations.