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 storytelling 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:
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 Norma 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.
©2011 Peter Gruber (P)2011 Random House
“In Tell to Win, Peter Guber demonstrates that telling purposeful stories is the best way to persuade, motivate and convince who you want to do what you need.” (Bill Clinton)
“Tell to Win gives great insight into why good storytelling skills are essential for a successful leader. It’s both an engaging read and a great practical guide on how to listen, prepare and marshal facts to tell the right kind of story to the right audience.” (Robert A. Iger, President and Chief Executive Officer, The Walt Disney Company)
“Peter Guber has a deep understanding of the lure of story and its capacity to transform…Inhale this book so that you may breathe energy and purpose into the lives of others." (Muhammad Yunus, Winner of the 2006 Nobel Peace Prize, author of Banker to the Poor)
The author basically relates how story telling is the moving force in getting the intended audience to act. He then goes through a number of business and non-business scenarios in which story telling saved the day. Although I agree with the author that storytelling is important, I think the book would have been more helpful if it delved into the techniques that are best used to move the desired audience to act and how to implement them. I enjoyed the listen but would have enjoyed it more if I had more techniques to carry away from it.
Love a good book!
If you are responsible for communication any an kind; you must read this book! The lessons discussed in this tome are incredible, they must be studied, notated, memorized, and put into action in your daily life. Those that take the lessons to heart will substantially increase their success.
Peter Guber, aka "Pete the name dropper Gubber" was best when the story used to relay a point was third party. Pete,… REALLY?? You run around with Millionaires, Billionaires, and the so-called political elite... So does the bell hop at the Four Seasons!
The whole book reeked of narcissism!
If you ever do a rewrite, lift up someone else and you’ll be lifted with them!
The Narration was very good!
I realize this is a book about storytelling to make a point, but too much time was spent name dropping. I did find the stories interesting, but I would have preferred more time spent on the nuts and bolts
Business Physicist and Astronomer
I read the other reviewer who attributes the lack of stars to the narrator. I'm not so sure. I thought the content was lacking. The "stories" seemed a little trite for the CEO of Sony America...I didn't like this book at all.
Now, there is a caveat. I generally don't care for books written by CEOs. They are generally pretty self-centered books and they gloss over much of the real grit of business. So, me? I didn't like the book but maybe I'm biased.
I've been a huge fan of Peter Guber for years, but this version would have been a magnitude better had he narrated it himself. The content is first rate, but it's difficult to listen to due to the voice talent. Patrick Egan is a sleep inducing automaton. I'll never buy another audio book narrated by this guy.
Excellent audiobook which is in fact partially a summary of life time achievements by Peter Guber (some of it is really modern history). It is not self centered or narcissist as one other reviewer noted. However he presents his personal philosophy and state of mind, this is inevitable for such a high achiever, and it is more than welcome for myself. The book goes in great depth, dealing with all aspects of storytelling. One may say that it is kind of biased since it presents successful stories told by geniuses, which gives it a higher chance of succeeding anyway. This is not he case. You get a better chance of success if you tell and improve your storytelling skills in any case. If you have children it is easier to understand. One aspect that would like more information on was partially covered in the last chapter about new technologies and storytelling. Since in many cases you don't even have the chance to face the person (eg. Proposal evaluators) I was wondering how written text in strict proposal templates would work with storytelling. Something to experiment with!
This book has forever altered the way I see and utilize the art of story telling. Whether we realize it or not, it is the stories we carry, live by and strategically tell to others which ultimately makes us successful personally and professionally. Phenomenal book.
Guber is a brilliant story teller. I finally understood my own success in business. I only wish I had read this book 20 years earlier.
"Every story tells another..."
Interesting and powerful stories. Now I realise I'm a zookeeper, no more monkeys left in my room!
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