What's your Legend? If you don't know, you don't have one. Not having a legend means you'll be forgotten. And with international and internet competition, being forgotten is death." - Tom Schaff Language, stories, culture, tradition and self-worth are inextricably connected. There are universal themes of culture and bravery in the face of adversity that can be learned from the actions taken by modern heroes of the business world. By learning the simple formula of legend, entrepreneurs are empowered to maximize their own legendary elements to dominate the marketplace. Renowned historian and novelist Victor Hugo taught, "History has its truth, and so has legend. Legendary truth is of another nature than historical truth. Legendary truth is invention whose result is reality. Furthermore, history and legend have the same goal; to depict eternal man beneath momentary man." When business owners adapt their marketing to match the principles of legend, so eloquently evolved from native populations across the world, during every time period and every culture known to man, the universe aligns, stars twinkle brighter and profits come as naturally as the sun rises each morning.
Learning from our past ensures brighter futures. Regardless of time, culture, gender or religion, our lives are shaped by the stories we tell. When we understand how we as humans are hardwired to accept certain patterns as truth and others as deception, we can begin to tap the true power of story. This in depth study of the persuasive elements of story provides the foundational understanding for today's marketers and business leaders to capitalize on our human connections and bring clarity and authenticity to our messages.
There are Legends among us. In every culture and every time period, the world has relied on Legends and Heroes and today, some of the most valiant heroes are found in our business sector. These heroes fight the good fight every day to ensure our joint financial futures. Never before has the grit and determination of entrepreneurs been more necessary, yet 55% of entrepreneurs express extreme fear of losing their business entirely. More pressing, 70% of CEOs say they must have double revenue from new sources in the next five years. The truth is that success is not a lonely endeavor. Every hero relies on multiple guides and allies to successfully complete their quest. This book is in tribute and in service to our Heroes, the men and women who bring the rains of profit and prosperity.
If organizations are able to bridge the chronic disconnect between strategy formulation and tactical execution, profitable growth can be achieved. The 40% of companies that directly link strategic priorities to budget consistently outperform the 60% that neglect to connect strategy to execution. When budgets are aligned to strategy, needs, funding and resources combine to empower organizations to succeed, but a distressing 92% of organizations do not measure or report on lead performance indicators. 90% of well-defined strategies fail when execution falters. 85% of management teams spend less than one hour per month on strategy issues. Despite this undeniable rate of return, 2/3 of human resource and technology departments continue to develop plans that are not linked to the overall company strategy. 70% of middle managers and more than 90% of front-line employees have compensation plans completely independent of the company's strategy. Even more devastating, 95% of employees do not understand their company's strategy. This level of disconnect makes profitability a fantasy. These deficiencies find resolution in ancient times, when story and culture brought us together in cause, as illustrated in the Legend of the Great Explorer, adapted from an Amazonian folktale.
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