When I was teaching, I was so appalled at the prices of college textbooks 
that I used an assortment of popular-press books instead of texts.
I knew from Walter Isaacson’s bio of Steve Jobs that Jobs, too, was appalled, and one of the next things on his agenda was to revolutionize textbook publishing the way he revolutionized the recording industry.
With the announcement today of the (free!) iBooks Author app, the fulfillment of that part of Jobs’s legacy has begun. And as soon as I heard it, I knew I wanted to organize a crowdsourced (and probably peer-reviewed) textbook on applied storytelling, focusing especially on organizational/business narrative and brand storytelling.
How awesome would it be if some of the luminaries of storytelling each contributed a chapter to such a textbook?
Stay tuned for more on this idea as it burbles through my brain. You might just be receiving a Request for Proposal soon.