The Anatomy of Yes: The Story Behind Every Sale
| Author | Joseph G. Burke |
|---|---|
| Illustrator | |
| Country | United States |
| Language | English |
| Subject | Business, Philosophy, Science |
| Genre | Non-fiction |
| Publisher | Wellspring |
Publication date | May 1, 2019 |
| Media type | Print, e-book |
| Pages | 126 p. (hardcover edition) |
| ISBN | 978-1929266982 Search this book on  . |
The Anatomy of Yes: The Story Behind Every Sale (2019) a book on business strategy written by Joseph G. Burke. The book describes the recurring patterns that exist in stories and how to apply those five patterns in business.
Summary[edit]
The book claims that the human mind is hard-wired to a recurring three-act story. The book goes on to claim that this main story, and five distinct archetypal patterns are primally authored to scare, protect, and help people find enlightenment. The author connects ancient storytelling with business and with brands.
Research and examples[edit]
The book begins by citing popular Disney movies which begin with the death of a parent. Using examples of children's movies such as Finding Nemo and Lion King, which both begin with the death of a parent, Burke gives specific reasons why these stories have been handed down for generations. Burke details the five archetypal patterns:
The Quest For Identity - An organization's quest for identity started the moment it became an entity.
The Dragon and Treasure - Organizations sell products and services that empower customers with a “sharper sword” to defeat a “dangerous dragon” and reap the rewards.
The Descent into the Underworld - A financial downturn, a lawsuit, or the loss of a leader can take an organization into a dark abyss. Much like mythical heroes facing deadly challenges, organizations and their people face enemies, find allies, and are tested.
The Restoration of the Wasteland - As all great heroes, Leaders and organization emerge from their Descents into the Underworld more powerful and wise. This wisdom is used to restore or “fix” people and things. These restorations define an organization’s philanthropy and Corporate Social Responsibility.
The Quest For the Holy Grail - As leaders and organizations find their identity, battle dragons, face and rise from the abyss, they can leave an indelible mark on the world. The more dangerous the adventure, the greater the legacy.
Burke uses real case studies and personal experiences as an Executive at Disney and Goodwill Industries to reveal the five archetypes "form a living storyline between you and your customers, and which ultimately greatly influence how successful you are."
The Anatomy of Yes: The Story Behind Every Sale[edit]
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