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Organizations (Boston: Butterworth-Heinemann, 2001). There are dozens of
books available that talk about the role of storytelling in organizations and or-
ganizational culture; The Springboard is the best book on the subject, and
among the best business books of any kind. A follow-up book that describes a
number of story plots other than springboard stories is The Leader’s Guide to
Storytelling: Mastering the Art and Discipline of Business Narrative (San
Francisco: Josey-Bass, 2005), The “corporate Siberia” quote is from a talk by
Stephen Denning at IDEO, June 9, 2005.
233 “This is a very strange conversation”: Denning, The Leader’s Guide, 63.
N O T E S
275
233 “Why not spell out the message”: Denning, The Springboard, 80.
234 “little voice inside the head”: Denning, The Leader’s Guide, 62.
235 Klein tells another story: The story of the failed conference summaries is
from Klein, Sources of Power, 195–96.
Epilogue: What Sticks
238 As recounted by Ralph Keyes: Ralph Keyes, Nice Guys Finish Seventh: False
Phrases, Spurious Sayings and Familiar Misquotations (New York: Harper-
Collins, 1992). This book is filled with interesting examples of how proverbs
evolve and change as they spread in society.
276
N O T E S
Several people gave feedback on our initial proposal, which needed a
lot of work. We thank the following people for helping us create a
document that was compelling enough to pass the first essential test:
Doug Crandall, James Dailey, Ben Ellis, John Lin, Tom Prehn,
Chloe Sladden, and Craig Yee.
When we finished the first half of the book, we were very excited
and anxious to get some feedback. So we sent it to a bunch of friends
and colleagues, who humored us and sent along written feedback.
They also saved you, the reader, from lots of unconvincing and unin-
teresting anecdotes, like the one about the Charm Bracelet Punch-
line, so you owe them some gratitude as well. Here is the roll call of
good people: Daryl Anderson, E. Joseph Arias, Deena Bahri, Amy
Bryant, Mark and Chelsea Dinsmore, Julie Balovich, Danny Fitel-
son, Alfred Edmond, Michael Erisman, Chris Ertel, Erika Faust,
Craig Fox, Emmet Gaffney, Lisa Gansky, Liz Gerber, Julio Gonza-
lez, Eric Guenther, Steven Guerrero, Susanna Hamner and Byron
Penstock, Tod and Susan Hays, Fred and Brenda Heath, Ian Hill, Joe
Lassiter, Alex Kazaks, Brian Kelly, Paul Marshall, George Miller,
Shara Morales, Michael Morris, Derek Newton, Justin Osofsky, Jeff
Pfeffer, Bill Sahlman, Andrew and Katie Solomon, Melissa Studzin-
A C K N O W L E D G M E N T S
ski, Mark Schlueter, Paul Schumann, Steven Slon, Amy and Walter
Surdacki, Bob Sutton, Mike Sweeney, Anthony Trendl, Ed Uye-
shima, Steve and Trae Vassallo, Rachel Ward, Keith Yamashita.
Thank you all—you gave us the feedback we needed when it was
most useful.
Here is a hodgepodge of thank yous for people who helped us in
distinctive ways. Thank you to Noah Weiss, who spent hours comb-
ing obsure sources for interesting examples in the early stages, and to
Maggie Cong-Huyen, who picked up where he left off. Special
thanks to Jeff Saunders for pointing out Commander’s Intent. Thanks
to Chip’s students in several years of OB 368 classes, who helped re-
fine and test this framework. Thanks to Chip’s collaborators who
helped work out many of these ideas: Adrian Bangerter, Chris Bell,
Jonah Berger, Sanford Devoe, Nate Fast, Alison Fragale, Emily
Sternberg, Scott Wiltermuth. Thanks to the following people who
read the book and helped collect examples for the international edi-
tions: Eugine Chong, Hide Doi, Atsuko Jenks, Hyun Kim, Motoki
Korenaga, Andreas Kornstaedt, and Noriko Masuda.
Now for the paragraph of people whose work inspired us. You
didn’t have anything to do with this book, and yet you had a lot to do
with this book. A fan letter to: Edward Tufte, Don Norman, Malcolm
Gladwell, James Carville, Stephen Denning, Robert McKee, Andy
Goodman, Jim Thompson, Steven Tomlinson, Edward Burger,
George Wolfe, David Placek, Keith Yamashita, Jacob Goldenberg,
George Loewenstein, Robert Cialdini, Mark Schaller, David Rubin,
Jan Brunvand, and many others that we’re going to kick ourselves for
not including by press time.
To our agents Don Lamm and Christy Fletcher, we are deeply
grateful to you for making this experience possible. And thank you to
Mark Fortier, for spreading the word about the book.
It is obligatory to thank your publisher. According to what we’ve
heard from other authors, you usually have to say thanks through grit-
ted teeth. This is our first book, and in the process of getting it to mar-
278
A C K N O W L E D G M E N T S
ket, we were supposed to accumulate a lot of publishing horror sto-
ries. We were supposed to feel underappreciated and undersup-
ported. Random House has been an utter failure on this front. The
people at Random House have been such a joy to work with, so un-
expectedly and unnecessarily nice, that it’s hard to know where to
begin. Thanks to: Debbie Aroff, Avideh Bashirrad, Rachel Bernstein,
Nicole Bond, Evan Camfield, Gina Centrello, Kristin Fassler, Jen-
nifer Hershey, Stephanie Huntwork, Jennifer Huwer, London King,
Sally Marvin, Dan Menaker, Jack Perry, Tom Perry, Kelle Ruden,
Robbin Schiff, and Carol Schneider. And Sanyu Dillon, my good-
ness, how can we adequately express our appreciation for all that
you’ve done? Unbelievable.
And a huge, engraved, foil-embossed, calligraphied thank you to
our amazing editor, Ben Loehnen. Our parents will read this book
once, if we’re lucky. (An aside: Our dad has a Quantity Theory of Lit-
erature, which says that it’s not worth reading a book with fewer than
four hundred pages. We’re relying purely on connections to get a
read out of him.) Meanwhile, Ben has read this thing probably a
dozen times without ever breaking down, at least in front of us. Ben,
you are endlessly patient, thoughtful, insightful, and supportive.
Okay, this is starting to sound like we’re signing your yearbook. (Stay
cool!) But, really, we know we gave you a lot to stomach at times. Like
our duct tape campaign.
Now to our family, who put up with us. We owe you this heartfelt
thank you, which really has nothing to do with this book and every-
thing to do with your support of us in all that we do. This section just
gives us a great opportunity to put it in black and white. Thanks,
Mom and Dad, for giving us co-authors. Thanks, Susan. Thanks,
Emory. Thanks, sister Susan. Thanks, Tod, Hunter, and Darby.
We hope you enjoy the book. We had fun writing it.
A C K N O W L E D G M E N T S
279
I N D E X
abstraction
disadvantages of, 99–100, 103–4,
106, 129, 215
as hazard of expertise, 113–14, 115
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