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Tell to Win: Connect, Persuade, and Triumph with the Hidden Power of Story | [Peter Guber]

Tell to Win: Connect, Persuade, and Triumph with the Hidden Power of Story

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.
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Publisher's Summary

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:

  • 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 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

What the Critics Say

“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)

What Members Say

Average Customer Rating

3.3 (98 )
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3.5 (51 )
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Performance
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  •  
    Geff Fralick 04-03-11 Listener Since 2003
    HELPFUL VOTES
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    "I didn't mind the listen but..."

    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.

    3 of 3 people found this review helpful
  •  
    Chris Reich Northern, CA 03-26-11
    Chris Reich Northern, CA 03-26-11

    Business Physicist and Astronomer

    HELPFUL VOTES
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    127
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    "Hated This Book"

    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.

    Chris Reich
    TeachU

    2 of 2 people found this review helpful
  •  
    Tom Grundy Santa Clarita, CA, United States 05-31-12
    Tom Grundy Santa Clarita, CA, United States 05-31-12 Member Since 2001

    Love a good book!

    HELPFUL VOTES
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    "Incredable material! Great 3hr book, 10hr Listen#%"
    This book wasn’t for you, but who do you think might enjoy it more?

    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.


    What could Peter Guber have done to make this a more enjoyable book for you?

    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!


    What about Patrick Egan’s performance did you like?

    The Narration was very good!


    1 of 1 people found this review helpful
  •  
    Donald Peaster, TX, United States 07-06-11
    Donald Peaster, TX, United States 07-06-11 Member Since 2005
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    "I know this is a book about telling stories..."

    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

    1 of 1 people found this review helpful
  •  
    Martyn Auckland, New Zealand 04-28-11
    Martyn Auckland, New Zealand 04-28-11 Member Since 2010
    HELPFUL VOTES
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    "Pretty boring for a book with this title"

    I have not got past the first chapter. Very boring for a book that is meant to be about telling a story well. Perhaps it will get better, and I hope to persevere with it sometime. The power of this book seems very hidden to me....

    1 of 1 people found this review helpful
  •  
    Trautmann Burbank, CA, United States 03-25-11
    Trautmann Burbank, CA, United States 03-25-11
    HELPFUL VOTES
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    "Good Content - Awful Narrator"

    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.

    2 of 3 people found this review helpful
  •  
    Rolando West Valley City, Utah, United States 06-26-14
    Rolando West Valley City, Utah, United States 06-26-14 Member Since 2011
    HELPFUL VOTES
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    "Ugh, not even good"

    Wow! I tried to avoid the reviews because the book was highly recommended by someone I respect. It turns out the reviews were right. The author name drops so much that I got really bored listening to it. Some of the stories are good but they are long and they don't really reinforce the points he is trying to make. Long book that focuses mainly on reinforcing the coolness factor of Peter Guber. Yeah, yeah yeah you are cool and you met a lot of people and some of those stories are cool. But, that doesn't help me much. One example, the A-ha from the last chapter - Technology is great but instead of State of the Art make sure to use State of the Heart. "Stick a dull pencil in my eye".

    0 of 0 people found this review helpful
  •  
    Vito Ferrara Nevada USA 03-11-13
    Vito Ferrara Nevada USA 03-11-13 Member Since 2011
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    "Enjoyable and Entertaining!"
    Would you recommend this audiobook to a friend? If so, why?

    Recommended reading or listening! Written so it's both informative and entertaining.


    Who was your favorite character and why?

    First person narrative.


    0 of 0 people found this review helpful
  •  
    Elizabeth Cedar Falls, IA, United States 02-04-13
    Elizabeth Cedar Falls, IA, United States 02-04-13 Member Since 2012
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    "Way too long"
    This book wasn’t for you, but who do you think might enjoy it more?

    Get to the point. It just repeats itself over and over


    What do you think your next listen will be?

    No idea


    Have you listened to any of Patrick Egan’s other performances before? How does this one compare?

    No


    You didn’t love this book... but did it have any redeeming qualities?

    Good ideas, read the first chap then be done


    0 of 0 people found this review helpful
  •  
    Matt Parkdale, Australia 05-25-12
    Matt Parkdale, Australia 05-25-12 Member Since 2004
    HELPFUL VOTES
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    "Full of good material - but hard work at times"

    Peter Guber is a remarkable, talented, dynamo of a business man in the world of mainstream media. His experience in the world of big-time entertainment and media is mind boggling.

    This is worth listening to just to hear some of his stories and about the people he's rubbed shoulders with, projects he's run and films he's made.

    It's jam packed with valuable insights and if you need to become more persuasive then you should definitely get it.

    That said - especially given his pedigree - I couldn't help feeling that the book was quite hard work at times. In some parts it comes across as a text book. You get his message loud and clear. But there are areas where he lost my attention - somehow his style is less than engaging at times. I put this down to the fact that he's a 'suit' in the entertainment business, rather than a front line creative talent. His use of language is heavily dosed with the language of business: 'incentivise', 'objectives', bottom line', or similar. I often found him sounding more like an American business consultant talking to a marketing conference with a powerpoint slides and pie charts than a man who personally has what it takes to ignite a room with passion and purpose through the power of story telling.

    There was nothing wrong with the quality of the reading, but perhaps the book should have been abridged for audio - rather than simply read. Either that, or it would benefit from an overhaul by a different editor.

    Don't get me wrong, it is a valuable work for anyone who needs to be improve their powers of persuasion. I've actually bought two hard copies. One for myself, and one for someone whom I also think would benefit from some of his experience. Just don't expect an easy listen. I'd be surprised if the book becomes a best seller in its current form.










    0 of 0 people found this review helpful
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