Tell to Win: Connect, Persuade, and Triumph with the Hidden Power of Story
Format: PDF / Kindle (mobi) / ePub
Today everyone--whether they know it or not--is in the emotional transportation business. More and more, success is won by creating compelling stories that have the power to move partners, shareholders, customers, and employees to action. Simply put, if you can’t tell it, you can’t sell it. And this book tells you how to do both.
Historically, stories have always been igniters of action, moving people to do things. But only recently has it become clear that purposeful stories--those created with a specific mission in mind--are absolutely essential in persuading others to support a vision, dream or cause.
Peter Guber, whose executive and entrepreneurial accomplishments have made him a success in multiple industries, has long relied on purposeful story telling to motivate, win over, shape, engage and sell. Indeed, what began as knack for telling stories as an entertainment industry executive has, through years of perspiration and inspiration, evolved into a set of principles that anyone can use to achieve their goals.
In Tell to Win, Guber shows how to move beyond soulless Power Point slides, facts, and figures to create purposeful stories that can serve as powerful calls to action. Among his techniques:
*Capture your audience’s attention first, fast and foremost
*Motivate your listeners by demonstrating authenticity
*Build your tell around “what’s in it for them”
*Change passive listeners into active participants
*Use “state-of-the-heart” technology online and offline to make sure audience commitment remains strong
To validate the power of telling purposeful stories, Guber includes in this book a remarkably diverse number of “voices”--master tellers with whom he’s shared experiences. They include YouTube founder Chad Hurley, NBA champion Pat Riley, clothing designer Normal Kamali, “Mission to Mars” scientist Gentry Lee, Under Armour CEO Kevin Plank, former South African president Nelson Mandela, magician David Copperfield, film director Steven Spielberg, novelist Nora Roberts, rock legend Gene Simmons, and physician and author Deepak Chopra.
After listening to this extraordinary mix of voices, you’ll know how to craft, deliver--and own--a story that is truly compelling, one capable of turning others into viral advocates for your goal.
Ueberroth. Harry seemed a promising audience because he knew me and knew I had experience and credibility in the music arena. Still, I prepared in advance to make sure I aimed for his top interests. My research revealed that the LAOOC’s goal was to make this the most successful and profitable Games ever, thus demonstrating that the Olympics could be a powerful economic engine. To appeal to Usher’s interests and prove that my proposition possessed both authenticity and congruence, we’d need to
to the Games. Usher listened dutifully, then said, “I’m not sure. Go see Ric Birch at David Wolper’s office. They’re producing the opening and closing ceremonies, and maybe they can use some music. Maybe they’ll get it.” Translation: Usher didn’t get “it.” I retreated, bruised but not yet beaten. The problem seemed to be “it.” Usher couldn’t feel my proposition’s emotional resonance. I’d targeted a goal that had no heart. No wonder I’d failed to move him. But where was the heart of my offering?
yoga. She needed hundreds of thousands of dollars to start up, and all I could think was Why me? Followed in quick succession by Why this? and Why now? She had no business, retail, wholesale, or design background. As her father, I knew this better than any other investor she could have approached. In fact, I knew it too well. I was her toughest customer, and to me at the outset, everything looked wrong with this picture. But authenticity is a powerful persuader. Whatever story you tell, if you
their attention. But it’s still important to interrupt the tumult of white noise running through their minds, so they can engage fully with you, and the best way to do that is through nonverbal signals such as I used when I entered the boardroom. Make eye contact. Smile to put your audience at ease. If appropriate, shake hands. Animate your voice, raising and lowering it as an actor might. Sometimes you can capture attention by lowering your voice so your audience is forced to lean in and listen
Zambezi in Southern Africa. He founded Sobek Expeditions, one of America’s premier adventure travel companies, and in 1980 provided expert supervision during the highly dangerous river chase scenes in a movie we were producing called The Pursuit of D. B. Cooper, about the real-life hijacker who jumped out of a 727 with $200,000 in ransom money, never to be seen again. The chase through a river filled with rapids in that film put the actors Robert Duvall and Treat Williams, as well as their