CFO Bookshelf · 2026-04-11 · 1h 2m
In his new book, Story Business , Gavin McMahon argues that the best-packaged ideas - not just the best ones - win in the marketplace. Drawing on his background as an engineer and his work in the defense, automotive, and other industries, Gavin frames storytelling as a fundamental business device baked with emotion. He moves beyond simple marketing, providing a practical framework across six genres - value, product, brand, sales, leadership, and culture. His creative guidance shows leaders of any kind how to transform dry data into compelling narratives that inspire action and drive success.
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