Red Bull Gives You a Business Strategy — Book Excerpts — Medium.

The Rise of Storydoing – Red Bull may be one of the first of its kind, but today there are numerous companies in multiple sectors that are building large businesses by pursuing the principles of storydoing — from start-ups to multinational corporations. It’s easy to see why: when it is done correctly, storydoing is simply better business. For instance, the best storydoing companies can reduce their cost of paid media dramatically — sometimes to zero. And there is growing evidence that this actually makes them more efficient businesses.

But there are other benefits. One of the other core attributes of storydoing companies is that they have a more clearly defined purpose than other companies, something that transcends creating shareholder value or maximizing profits. This attribute often creates intense loyalty among customers and employees alike.