Tell to Win

Peter Guber

274 Pages
2011

Tell to Win

Connect, Persuade, and Triumph with the Hidden Power of Story

Crown Currency

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"Tell to Win" - Summary

"Tell to Win" by Peter Guber is a compelling guide that reveals the hidden power of storytelling in achieving success. Guber, a seasoned executive and entrepreneur, shares his insights on how purposeful storytelling can move people to action, whether they are partners, shareholders, customers, or employees. The book emphasizes that in today's world, the ability to tell a story effectively is crucial for selling ideas and visions. Guber's techniques, honed over years of experience, help readers capture attention, demonstrate authenticity, and turn passive listeners into active participants. The book is enriched with anecdotes from various successful individuals, making it a practical and inspiring read for anyone looking to harness the power of storytelling.

Key Ideas

1

The Power of Purposeful Stories

Guber highlights that stories with a clear mission are essential in persuading others. These stories are not just for entertainment but are crafted to inspire action and support for a vision or cause. By focusing on what’s in it for the audience, these stories become powerful tools for engagement and motivation.

2

Authenticity and Connection

One of the core ideas in "Tell to Win" is the importance of authenticity. Guber explains that genuine stories resonate more with audiences because they build trust and emotional connection. Authenticity in storytelling helps in demonstrating sincerity and commitment, which are crucial for winning over listeners.

3

Transforming Listeners into Participants

Guber provides strategies to turn passive listeners into active participants. By engaging the audience emotionally and making them feel a part of the story, storytellers can create a sense of ownership and commitment. This transformation is key to ensuring that the audience not only listens but also acts on the message conveyed.

FAQ's

"Tell to Win" focuses on the power of storytelling as a tool for achieving success. Peter Guber shares his insights on how purposeful storytelling can inspire action and support from various stakeholders, such as partners, shareholders, customers, and employees.

Peter Guber emphasizes that authenticity in storytelling is crucial for building trust and emotional connection with the audience. Genuine stories resonate more because they demonstrate sincerity and commitment, which are essential for winning over listeners.

"Tell to Win" provides strategies to transform passive listeners into active participants by engaging them emotionally and making them feel part of the story. This approach helps create a sense of ownership and commitment, ensuring that the audience not only listens but also acts on the message conveyed.

💡 Full 15min Summary

Purposeful storytelling, not data, is the game-changing tool that drives business success by emotionally engaging audiences and prompting action.
0:00 / 1:26

Storytelling is a potent tool that can drive motivation and persuasion in business. This is a lesson learned by a seasoned Hollywood producer and entertainment executive, who, despite his experience in the film industry where stories are used to emotionally engage audiences, only recently recognized the strategic value of purposeful storytelling in his other business ventures.

He shares several instances where storytelling played a crucial role, both positively and negatively. One such success story is when he took the reins of Sony Pictures Entertainment, a company that was struggling with low morale. He inspired the employees by sharing the story of Lawrence of Arabia, who united the Arab tribes to capture a strategic port. This tale of achieving the impossible through teamwork motivated the staff to turn the company around. However, he also shares a failure when he was unable to secure funding for a new stadium in Las Vegas because he relied solely on facts and statistics, rather than a compelling story.

From these experiences, he learned that the key to success in any field, not just entertainment, is to touch the audience's heart through narrative. Mere numbers and data are insufficient to motivate people. Storytelling has a unique ability to grab attention, create an emotional connection, and prompt action. Stories have a life of their own as they spread organically when listeners share them with others.

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