When you think about an impactful story, what comes to mind? Is it a novel on a rainy afternoon, or a magical fairytale to your imaginative children before bed? Can you think of a story you were told along your path and how it has shaped your perception or values still to this moment? The reality is that we tell stories everyday. They are the vehicles of soulful information. They emotionalize the information and create connection. They show our commonalities, humanity, and identify our shared beliefs. Ultimately guiding how we conduct ourselves in every interaction and decision. The Science of Story is the field guide for every business leader, marketer, HR professional, and every individual that is looking to transform and grow their organization. Not only are these conversations impactful to businesses of any size or industry, but they have also guided the subsequent research that followed. Learn more about how to take your career or company to the next level with this modern handbook full of ways to implement best practices from top business leaders across the globe. From behind the scenes purpose transformations to practical examples and everything in between, this book uncovers what it takes to build a purpose-driven, enlightened workforce. "One of the most highly anticipated culture and branding books of 2018." - Business.com "Everyone's got a story to tell, and everything has its purpose. Put the two together and you get the new business handbook "The Science of Story: Brand is a Reflection of Culture" by Mabbly CEO Hank Ostholthoff and Founder of ProHabits Adam Fridman." - Daily Herald " These insights will form the foundation for developing both immediate and long-term action steps for taking your culture from where it is today to where it needs to be--collaborative, supportive, participative and productive." - INC. We tell impactful stories to our associates, customers, vendors, and even sometimes to ourselves. This story is our brand. The best businesses tell genuine and human stories that convey the values of the organization and why they exist other than profit. As leaders, stories are one of our most powerful tools. When used strategically, they shape how we think and then feel about a company or organization inside and outside our office walls. We found a passion and conviction telling the story that illustrated the possibilities for businesses to awake and ignite. That purpose and passion matter in organizations, and that living one's values is essential to individual and organizational success. Building authentic cultures wasn't just nice to have, it was a business imperative. We have discovered and developed a way for every organization to ignite, align, and grow. And for every person to live connected to the organization. Engagement isn't a survey, it is what you do every moment, interaction, and decision in the workplace. Every person, regardless of job, level, area of expertise, can grow through focusing on what is important, making commitments to take action, and by following through every day. Purpose inspires, values guide, but habits define. This breakthrough for enterprise goes beyond the words and theories of this book (have to read to the book to understand why) and is the real gift of our research. It translates our passion into tangible habits and actions that truly have the power to transform relationships, organizations, and the very fabric of work itself. It shows us how to create something significant and enduring through simple practice and commitment. I am both humbled and honored provide The Science of Story to readers. I hope this is the beginning of your transformational journey. Our goal was simplicity and to provide the ability to engage every individual not only intellectually, but with what has heart and meaning. -Hank Ostholthoff   I believe modern leaders are storytellers. I believe in it so much so, that I co-authored a book, something I never thought I'd say. Ever.   After conducting over 500 interviews with executives from startups to major enterprises, I knew I had to share this newfound knowledge, and the best way I could do that was through a book. The insights that emerged opened my eyes to the possibilities for organizational revolution.   We saw two groups of leaders during our interviews: one group knew of their organization's mission and vision statements, but most couldn't remember what they were (few exceptions were people who wrote them).   The other group? That was the group that had a special something about them. They carry a certain aura - you could see it in their eyes, feel it in their voice, and we knew right away: these are the people and organizations who are outperforming their competitors. Community. Society. World. They were excited about their opportunity to make an impact. Their businesses exist to make our world better and their tribe is engaged. It shows in their talent acquisition, retention, productivity, collabor