Dave Lukas Chats with Ty Montague
226: Find Your Business Quest and Become a Story-Doer with Ty Montague
This week’s Misfit Entrepreneur is Ty Montague. Ty is co:founder and CEO of New York-based co:collective. co: is a growth accelerator that works with leadership teams to develop purpose-led business strategy and to implement that strategy through innovation in the customer experience. Founded in 2010, the co: team has been fortunate to work with everyone from Google to IBM, MetLife, PUMA, Microsoft, Capital One and many more of the Fortune 500.
Ty has been named one of the 50 most influential creative people of the past 20 years by Creativity Magazine, as well as one of the Top Ten Creative Minds in business by Fast Company magazine. He is the author of the best-selling book, True Story: How To Combine Story and Action to Transform Your Business.
And that is where I want to focus with him in this episode – how we can best tell our story and use it to grow our business and ourselves.
Ty was an unlikely entrepreneur and somewhat of a late bloomer. He started out in New Mexico and didn’t really know what he wanted to do with his life. He worked as a raft guide and an auto mechanic before moving to New York where he worked as a bartender.
He met someone across his bar that was in advertising and told him to explore it. He took to it and was good. He ended up working at some of the top firms with a lot of success. About 15 years ago, Ty began to notice the differences between advertising and what companies actually were doing. He also saw a new kind of business, one that had a story and conveyed the story through action and the customer experience than through paid media.
Ty came to call these companies “story-doing” companies rather than “story-telling” companies. As he compiled his list of these companies, he found a new passion for them. This caused him to leave traditional advertising in 2010 and create Co-Collective to help companies define their higher purpose or quest - then help them put their quest to work throughout their business and with customers.
Talk to us about story-telling vs. story-doing…
Take us through what you codified…
The protagonist and antagonist are half of the quest, what is the other half?
At the 19 min mark, Ty talks about Apple, it’s quest, and the changes since Steve Jobs’ passing.
At the 22:30 mark, Ty goes through a checklist of questions a company needs to answer about its quest.
How does “story-led innovation” fit into this?
What is something an entrepreneur can do today around story-doing that will make a difference for them?
What other trends are you seeing in business, entrepreneurship, and marketing?
With all you’ve done, what has surprised you most on your entrepreneur journey?
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