About Steve Schonberg, As Told By His Coauthor
Steve Schonberg is a marketing and communications authority who has spent two decades hunting for the story that rises above the one a brand is already telling. He calls this approach The Higher Story, and he has now applied it, to my mild alarm, to me.
The Higher Story has powered industry-award-winning work for organizations including Johnson & Johnson, 3M, Procter & Gamble, Newell Rubbermaid, Target ALS, Eating Recovery Center, and Pumpkin Pet Insurance, among many others: repositioning legacy brands, building retention strategy from the ground up, and turning a nonprofit's site into the second most-visited resource in its category.
Alongside that career, Steve has spent two decades as a media contributor: pitching, starring in, and co-leading the media campaign for an MTV "True Life" special about marriage equality that won him the 2005 GLAAD Media Award for Outstanding Documentary, then moving into the arts as NBC New York's sole on-air theater contributor and host of the streaming shows BroadwayWorld LIVE and Show-Score LIVE. To many this looked like a separate life from the marketing career. It ran on the same principle.
In both worlds, he applies The Higher Story to whoever is in front of him, brand or person, building the kind of rapport that gets people talking far more candidly than they intend to, and pulling things out of them that no one else could. That is exactly the instinct he brought to this book, and the resemblance between his best interviews and what he has done here is not lost on me. He examined me with exactly the same care.
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