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Item Description

With a release date of September 17th, get your copy of this book hot off the presses!

In this era of information overload and real-time communication where anyone can publish and broadcast to millions of people with the click of a button, there is no shortage of people talking about the need to get their message across, or having a “narrative.” But for business, marketing, and political campaigns, there is no definitive how-to on crafting a compelling narrative that achieves lasting results. And without a narrative, no amount of framing, complex messaging, or facts will succeed.

On Message solves that problem, illustrating how effective communicators understand the power of narrative, emotion, and simple messaging, and posits that having a personal, emotional narrative is the basis for all successful communication.

Drawing on Zach Friend’s own experience and insights from politics, advertising, corporate communications, entertainment, and social psychology, On Message provides a simple process for applying the powerful principles behind crafting a narrative, ultimately paving the path to success.

Item Special Note

Zach Friend is a policy, public affairs and communications expert who has worked for Barack Obama and John Kerry’s presidential campaigns, the White House Council of Economic Advisers, the U.S. Senate, Congressman Sam Farr and the Democratic National Committee (DNC). 

With Obama for America ’08, Zach was a press secretary and spokesman in the battleground state of Pennsylvania, handling planning, writing and media relations in the Greater Philadelphia market. For appearances and interviews, he staffed and briefed Barack Obama, Joe Biden and other campaign principals and surrogates. As Deputy National Director of Special Projects for the DNC, Zach helped lead the field staff for John Kerry’s campaign. Additionally, he designed message and campaign strategy for Native American outreach in battleground states. Before the Kerry campaign, Zach served with Senator Tom Daschle, Congressman Farr and the Council of Economic Advisers as a staffer, researcher and writer. He has been quoted by MSNBC, Fox News, CNN, ABC, CBS, National Public Radio, the LA Times, the Boston Globe, Politico, the Huffington Post and others.

In June of 2012, Zach was elected to the Santa Cruz County, California Board of Supervisors. Previously, he was the Press Information Officer and a Crime Analyst for the Santa Cruz Police Department. This included bringing predictive policing to the department, a complex mathematical model that helped predict when and where crimewould occur. He has been published extensively on issues related to public management, law enforcement resource allocations and health and economic policy. Zach has a Masters degree in Public Policy from Georgetown University and a BA with Honors in History from the University of California, Santa Cruz.