What are Your Signature Stories?
定义了标志性故事的概念，即具有战略信息、能促进企业增长的叙事，并探讨了如何发现、评估和推广这些故事，对品牌和战略管理者有参考价值。
A signature story is an intriguing, authentic, involving narrative with a strategic message that enables a firm to grow by clarifying or enhancing its brand, customer relationships, organization, and/or the business strategy. Signature stories represent a critical asset that can be leveraged over time and which can provide inspiration and direction both inside and outside the firm. The challenges are to find, evaluate, gain exposure for, and give legs to signature stories.