Tell To Win: Storytelling Secrets for Business Success from an Oscar-Winning Producer

Posted on December 14th, 2010 by Keith Ferrazzi

“We’re wired for storytelling!” says Peter Guber, the Oscar-winning producer and business author. I interviewed him recently for RMA about his terrific new book Tell to Win: Connect, Persuade, and Triumph with the Hidden Power of Story – everything you need to make storytelling the centerpiece of your leadership toolkit. Stories, more than any other business tool, create “emotional transportation” that allows you to change people’s minds and to teach effectively.

Here are my favorite tips from Peter from the interview.

1.  Put Your Heart on Your Sleeve: “Hits are made in the heart, not in the head. Often when you make movies, folks don’t even remember the plot. But they remember emotional nodes of the story.”

2.  Face Time Matters: “Tell it in the room, face to face, where you’re breathing the same air. There’s nothing yet that can replace that. When everything depends on you getting it done, being in the room face to face is the game plan.”

3.  100 Percent Authenticity: “Do you really believe in your message? Can you own it completely? If you can’t, you better be the greatest actor. The greatest.”

4.  Clarify Your Own Goals: “Intention before attention. Your intention should be aligned – what do you want, and can you own it. Don’t worry about motivating them – make sure you’re in state.

5.  Tell But Also Listen: “A good storyteller is an active listener. As a teller, you’re listening to the response of your audience, whether it’s one person or 50, and making them feel heard too.”

If you’d like to listen to the whole 30 minute interview without joining RMA you’re in luck – we gave Peter a copy to use as part of the free gift that you get if you pre-order Tell to Win. Here’s the link to check out the resources and order your copy:

http://peterguber.com/telltowin/toolkit/

Here’s a question for discussion on the blog: Who’s the best storyteller in business or politics today?

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16 Responses so far | Have Your Say!

  1. Zig Ziglar,

    I know more about his dog than I do my own.

    Brian

  2. Jim Rohn - the greatest business philospher of all time!

  3. Richard Nesta says:
    December 14, 2010 at 9:02 am
    Reply

    I'm excited to see that what some of us in psychology have known for decades is finally becoming discovered in its relevance to business (because business is, after all, comprised of people)! I know it will be a great work, thank you and Keith and friend Zig, et al

    Richard Nesta

  4. I think Michael Eisner is a terrific story teller. He has received a lot of bad press in the last decade. Overall his lifetime achievements really stand out IMHO.

  5. Great post, Keith! A good story can create a strong connection, a good reference point, and a great foundation for relationship building..

  6. Gary Vaynurchuk: Wine lover, Jets Fan, Family Business Guy, Relentless Self-Confidence

  7. Eve Ensler: her creative work was the basis for a foundation, a worldwide movement, and a change in the way we talk about crimes against women.

  8. Jude Cassel Williams says:
    December 14, 2010 at 11:46 am
    Reply

    In politics, Bill Clinton still dominates. But the greatest storytellers are the tribal leaders who pass down the cultural wisdom from generation to generation. The timing of Tell to Win, couldn't be better. I'll consider it as a resource for a program I'm developing for a SF Bay Area client on "Storytelling as a Leadership Practice." We kick off tomorrow with a panel of exemplary leaders telling their stories.

  9. Garrison Keillor is a great storyteller.

  10. Who’s the best storyteller in business... today?

    Steve Jobs.

    His presentations are stories - weaved with fact, humor, challenges, accomplishment - that are meant to capture you emotionally (and it doesn't matter to him one bit if you like/dislike him or his company's products).

  11. Today? Allen Mulally. He may have turned around a behemoth, instilled a vision in a transnational company, and has embraced the new "book" of story-telling - social media.

    1. Heart-on-sleeve - A.M.'s is there
    2. Face-time - A.M. is always in front of people
    3. "One Ford" - his message and you know he believes it
    4. "One Goal" - everyone knows the definition of "success" at Ford
    5. A.M. has created a culture of transparency that is rare in corporate boardrooms

    And no, I don't own a Ford. :)

    ~N

  12. Two of the greatest story tellers I know are Jim Ericson, Co-Founder of the Masters Forum in Minnesota, and Alan Hill, a real miracle worker when it comes to helping people see their own value and improve their lot in life!

    As for well known Storytellers, I have always enjoyed Zig Ziglar, and Og Mandino.

    Thank you, Keith for posting this!

  13. Steve Jobs, great use of face time!
    Jordi

  14. Jon Stewart, comical and interesting.

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