Reading List

Here is a fair representation of some of the books, papers and articles we have found impactful on story, storytelling, and the related subjects that make this area of work so fascinating. (Not linked or in order of priority.)


Building A Story Brand - Donald Miller

The Science of Storytelling - Will Storr

Story Driven - Bernadette Jiwa

Purple Cow - Seth Godin

Invisible Influence - Jonah Berger

All Marketers Tell Stories - Seth Godin

The Storytelling Animal - Jonathan Gottschall

Social - Matthew Lieberman

Start With Why - Simon Sinek

How We Decide - Jonah Lehrer

Marketing - A Love Story - Bernadette Jiwa

The Happiness Advantage - Shawn Achor

Made To Stick - Chip and Dan Heath

Papers and Articles:

Co-creating Experiential Stories – Differentiating a Winery in the Global Wine Industry - Golicic & Flint

The Storytelling Styles and Brand Perception of Wine Labels - Fana-Maria Immonen

Does storytelling add value to fine Bordeaux wines? - Mora & Livat

Effective Storytelling: strategic business narrative techniques - Stephen Denning

How Storytelling can drive strategic change - Adamson, Pine, Van Steehoven and Kroupa

“Instigating” : storytelling as a social process - Marjorie Harness Goodwin

Organizational Storytelling - Smith & Keyton

Storytelling: The Anecdotal Antidote - Tom Galbraith

Storytelling as an Indicator of Organizational Commitment - John McCarthy

Storytelling in Organizations - Sole & Wilson

Storytelling That Moves People - McKee & Fryer

Strategic Application of Storytelling in Organizations - Barker & Gower

The Essential Brand Persona: storytelling and branding - Herskovitz & Crystal

The Rise of Storytelling as the New Marketing - Joe Pulizzi

The Sociology of Storytelling - Poletta, Chen, Gardner and Motes

The Irresistible Power of Storytelling as a Strategic Business Tool - Harrison Monarth

Using Mentoring and Storytelling to Transfer Knowledge in the Workplace - Swap, Leonard, Shields and Abrams

Story People & Story Quotes

“Customers buy the product to experience the stories. The product is simply a conduit through which customers can experience the stories that the brand tells.”     

 Douglas Holt, L'Oreal Chair of Marketing
Oxford University


“Humans are storytelling animals, we understand the world through stories and not through facts or statistics. This is a very common mistake that scientists often make; they think if you just throw enough facts at people they will change their mind… and it doesn’t work, because homo sapiens, at least 99% of us, think in stories.”

Yuval Harari, ‘Sapiens: A Brief History of Humankind.’


“Without a narrative compass, our creative endeavors, companies, and cultures break down… It’s our story that guides us”

Bernadette Jiwa
Brand Strategist and Author
‘Marketing: A Love Story’ and ‘Story Driven.’