Excerpt from the book "The Penguin Strategy-creating influence with messages passed on from person-to-person." More info at: www.antonionunez.com and www.laestrategiadelpinguino.com

1. www.storyandstrategy.com “20 INSPIRING STATEMENTS ON REAL-TIME, PERSON-TO-PERSON DOMINO COMMUNICATION” (Taken from the book The penguin strategy – creating influence with messages passed on from person-to-person, by Antonio Núñez).

2. “Anyone with an iPhone, anyone with a blog, can start something scandalous.” Hillary Clinton, U.S.Secretary of State www.laestrategiadelpinguino.com

3. “The mass media are now so exhausting and all-pervading, one feels so hounded around the clock by information so pressing, insidious and reiterative, that one barely has time to reflect.” Juan Marsé, writer www.laestrategiadelpinguino.com

4. “(…) readers no longer believed in those intrusive narrators who stood between them and the story they were telling.” Mario Vargas Llosa, writer www.laestrategiadelpinguino.com

5. “The Internet has been the most fundamental change during my lifetime and for hundreds of years.Someone the other day said it was the biggest thing since the invention of writing.” Rupert Murdoch, principal stakeholder in News Corporation www.laestrategiadelpinguino.com

6. “The great revolutionary crisis of the 21st century is that of communications.” M.Á.Basteiner, correspondent for El País www.laestrategiadelpinguino.com

7. “There are many channels, like the Internet or television, etc.But that should not mislead us.You know what they say.In the event of floods, the first thing people lack is drinking water.” Roberto Saviano, writer and author of Gomorra www.laestrategiadelpinguino.com

8. “Unlike the golden circle in which culture upheld its special bastion, today’s thousand-screen plain, the equivocal horizontality of the social wilderness or the blinding (financial, lending) sandstorm which composes the world’s new personality.” Vicente Verdú, Sociologist and author of El capitalismo funeral www.laestrategiadelpinguino.com

9. “Knowledge grows exponentially.Our mental capacity and our hours of wakefulness do not.” Steven Pinker, psychologist and writer, Harvard University www.laestrategiadelpinguino.com

10. “It’s not information overload, it’s filter failure.” Clay Shirky, author of Here comes everybody www.laestrategiadelpinguino.com

11. “The present flies at the speed of echo.It builds up, like treasure or among garbage.That sensation of vertigo should be identical for anyone seeking points of reference and balance in the violent carrousel of the immediate.” Eliseo Alberto, writer and author of Informe contra mímismo www.laestrategiadelpinguino.com

12. “I took a speed-reading courseand read ‘War and Peace’ in twenty minutes.It involves Russia.” Woody Allen, film director www.laestrategiadelpinguino.com

13. “…For a nation that is afraid to let its people judge the truth and falsehood in an open market is a nation that is afraid of its people.” . John F.Kennedy, thirty-fifth President of the United States www.laestrategiadelpinguino.com

14. “All publicity is good, except an obituary notice.” Brendan Behan, Irish writer www.laestrategiadelpinguino.com

15. “We believed in human being to human being communication.” David Plouffe, Obama 2008 Campaign Manager www.laestrategiadelpinguino.com

16. “A financial crisis originates in international markets and in large foreign corporations, but it ends up finding its way into our homes and into every household’s real economy.That’s why we need to be more and more aware each day of the context.And of the text (be that an image, or an audio file, or a bit) which describes or recreates it.” Ángel Gabilondo, Spanish minister www.laestrategiadelpinguino.com

17. “Storytelling is fundamental to all human cultures.Our shared stories create a connection to others that builds a sense of belonging to a particular community.” Daniel Siegel, psychiatrist www.laestrategiadelpinguino.com

18. “Information may be unlimited, but not quality journalism.And that’s where this is relevant, more than 10, 15 or 75 years ago.” David Remnick, director of The NewYorker www.laestrategiadelpinguino.com

19. “Journalism is a high-risk profession.The biggest risk being that of starving to death.” Ramón Muñoz, journalist www.laestrategiadelpinguino.com

20. “Information is also in crisis, but rather a crisis of growth, which expands the new media without sacrificing their forebears.(…) I believe things will eventually even out, in peaceful coexistence, emphasising values and eliminating defects, albeit with the possibility, human when all is said and done, of giving rise to new defects alongside those new values.” Carlos Fuentes, writer www.laestrategiadelpinguino.com

21. “Half a century ago, when the Soviets beat us into space with the launch of a satellite called Sputnik, we had no idea how we’d beat them to the moon. Barack Obama, United States President. www.laestrategiadelpinguino.com

22. ABOUT THE AUTHOR Antonio Núñez —Jerez, Cádiz, Spain, 1970— is a communication consultant, speaker and writer.He has a degree in Business Management and Administration and an MBA from ESADE Business School. Antonio is the author of another book, You’d better tell the whole story!Storytelling as a communication tool - (Editorial Empresa Activa). A member of the National Storytelling Network, he now works at Story & Strategy, advising political parties and candidates, celebrities and the mass media, as well as organizations and brands like BBVA, Danone, Hewlett Packard, McDonald’s, Novartis, Repsol YPF or Telefónica R&D. Prior to that, he was a Partner and Director of Strategy at SCPF-WPP and guest of honour of Saatchi & Saatchi’s Worldwide Strategy Committee, where he worked as international consultant. As a teacher and lecturer in storytelling, he has given hundreds of courses and talks, as well as working with the mass media in an advisory capacity. www.laestrategiadelpinguino.com

23. THE PENGUIN STRATEGY Creating influence with messages passed on from person-to-person. Key skills for exerting influence on the new environment of real-time, person-to-person domino communication.The demise of mass communications and the triumph of person-to-person communication technologies have given rise to a flood of information which is growing at a dizzying pace and fragmenting public opinion.Communication today means propagation.Irrational spirals, chain rumours and impulsive forecasts end up undermining the confidence of clients, experts, opinion leaders and the mass media. The penguin strategy reveals the key points of person-to-person communication.When you’ve read it, you’ll be able to influence how others perceive your messages and, more importantly, how they pass on those messages to their network of trusted persons.” www.laestrategiadelpinguino.com

24. SHARING Read on iPad, Kindle, e-readers, etc:www.libranda.com Author:www.antonionunez.com http://es.linkedin.com/in/antonionunezlopez Twitter:@AntonNunez Editorial Conecta: www.editorialconecta.com Free download of the 1st Wave in PDF at: www.laestrategiadelpinguino.com Updates of this book via Facebook at: La estrategia el pingüino Free download of PowerPoint presentations about this book at: www.slideshare.net/Antonionunez Twitter hashtag: #pinguino www.laestrategiadelpinguino.com

25. THANKS :-) www.laestrategiadelpinguino.com www.antonionunez.com