Mr. Hugo Chan
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Storynomics: Story-Driven Marketing in the Post-Advertising World, by Robert McKee

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Data, for example, only measures the outer results of what has changed; insight discovers how and why what has changed has changed.
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Storynomics: Story-Driven Marketing in the Post-Advertising World
Storynomics: Story-Driven Marketing in the Post-Advertising World
by Robert McKee
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