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The flip side of strategy

Date of publication: June 15, 2016

Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories

Author: Kate Hammer

Abstract:

For 30 years, commercial storyteller Kate Hammer has walked a tightrope between the worlds of make believe & making belief. She's learned to aim for the simplicity on the far side of complexity. Kate will share the system she created to achieve this, called storyFORMing. You can apply it to sketch, test & evaluate commercial & change propositions. Kate would like to send you out the door of our extensive conference ready to do something different the very next day.

Kate Hammer

Author

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Methodological considerations regarding marketing research for consumer durable goods Authors: Leif Holbaek-Hanssen
Service after sale and studies of market for business Authors: Archibald Maddock Crossley
Some comments on the use of 3D and strip film Authors: Henry Charles Briant
The "steps-and-parts" model for polling Authors: Stuart Carter Dodd, Chahin Turabian
What are durable and capital goods? Authors: N. H. Pearson
Advertising and marketing research (French) Authors: Philippe De Vendeuvre
Consumers economic expectations and intentions as revealed by sample surveys Authors: Henry Durant
Economic forecasts with special reference to field studies Authors: Jan van Rees
Market research for petroleum products in the automotive field Authors: D. Leerentveld
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Citation

Hammer, K. (2016a, June 15). The flip side of strategy . ANA - ESOMAR. Retrieved June 02, 2025, from


https://ana.esomar.org/documents/the-flip-side-of-strategy-