The story you tell about yourself and your business ―how it resonates in the customer’s  heart and mind―is your company’s most valuable competitive advantage. Yet, few entrepreneurs really know how storytelling works, how to manage it, and how to use their storytelling strategically.

Peter de Kuster provides the illusive and compelling answer. Using the greatest stories in the movies Peter shows that the most successful stories of all times are those that most effectively correspond to fundamental patterns in the unconscious mind known as archetypes.

Peter provides tools and strategies to:
• Implement a proven system for identifying the most appropriate and leverageable archetypes for any company and/or brand
• Harness the power of the archetype to align your business strategy to sustain competitive advantage

He offers a highly participatory approach to story development. Combined with a unique The Power of your Story questionnaire.  This questionnaire will give you a practical tool to:

• Reveal your business story motivations, how it moves in the world, what its trigger points are and why it attracts certain customers.
• Forge relationships with the myriad stakeholders that affect your business.
• Empower your team to access their creativity and innovate with integrity.

Readers will use this tool over and over again to inform and enliven your story strategy, and to create resonant and authentic communications.