By Paul Furiga
In this excerpt of his newly reissued book on Apple, West of Eden, author Frank Rose makes clear that the second coming of Steve Jobs at Apple is not only one of the greatest second acts in American business, it is also all about being authentic, or to put it another way, truthful — not to a particular set of facts per se, but to what you believe and how you behave. As Rose puts it in this excerpt of his book at Wired, the Jobs story illustrates the principle that it’s vital to “savor authenticity.”
Authenticity is a core principle of WordWrite StoryCrafting, and Jobs and Apple are examples of this. As well, Jobs represents another tenet of StoryCrafting, having a fluent storyteller to share your story. Most of the great world business stories are propelled by a protagonist like Jobs — a larger-than-life figure whose mesmerizing presence drives the corporate narrative — and its business success — forward. It was the same for many years with Herb Kelleher at the controls of Southwest.
The Rose excerpt is a worthy read for any business leader or marketer interested in understanding the power of authenticity to deliver business success.
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Paul Furiga is president and CEO of WordWrite Communications.
