Former Obama Spokesperson Teaches Communication for Business

Zach Friend’s “On Message: How a Compelling Narrative Will Make Your Organization Succeed” is a comprehensive and systematic guide to communicating that provides both an overview of why a cohesive narrative is the best way to get your point across and a blueprint for how to craft your own message, regardless of your industry or setting.
Friend explains that humans respond best to stories or chronicles, and provides a series of narratives that illustrate the importance of eliciting emotion and of narrative-based marketing messages. “On Message” provides copious examples that explain  just how messages from business, advertising and politics were crafted and why each resonates emotionally with its target audience. Comparisons of messages from Apple, the Obama campaign, Southwest Airlines and others are used to illustrate and break down the elements of messages that work and those that do not.
Friend starts with chapters on narrative and messaging, which discuss…