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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.
- Sales Rank: #9869994 in Books
- Published on: 2011
- Binding: Unknown Binding
- Motivate your listeners by demonstrating authenticity
- Build your tell around "what's in it for them"
- Use "state-of-the-heart" technology online and offline to make sure audience commitment remains strong
Most helpful customer reviews
123 of 133 people found the following review helpful.
Unleash the Power of Compelling Stories
By David Bennett
Lately, I have been reading about the power of persuasion, and some experts believe stories can be used to induce a trance-like state. I like telling stories, and have found that as a teacher, students remember the personal stories I tell long after they have forgotten basic facts. However, I don't think I am always a great storyteller, and I have rarely tried to craft a good story. I hoped this book would shed light on the power of a story, and show me how to tell an effective one.
Guber highlights the times he failed to connect with a client, and most of the time, it was because he failed to tell a story. This may sound counter-intuitive to many in the business world. After all, isn't business about being sober and logical? Where do stories fit in? According to Guber, most people in business forget that they are dealing with humans, and in order to reach people, a sales pitch has to have an emotional component. Stories not only add an emotional dimension to business interactions, but also appeal to our natural love of good stories (which contain a challenge, struggle, and resolution). This love of the challenge-struggle-resolution story is, according to research in the book, hard-wired into our brains. Thus, stories are not just entertaining: they are powerful tools that help us connect with others, and persuade them to see our point of view.
I have to respectfully disagree with other reviewers that suggest the author doesn't explain how to tell good stories. It is true that this is not a book you would use in a creative writing class. You won't learn about the elements of a short story, or what personification is. However, the book explains how to use a certain type of story to become more successful. Guber does clearly explain how to tell an effective story. The entire book is about this, surrounded by stories of him and others. He tells readers how to find the right hero, where to find inspiration, ways to make a story emotionally relevant, how to make sure a story connects with a given audience, how to be authentic, the importance of proper intention (thus sending out proper body language), using props, and many other tips and tricks that clearly indicate how a good, purposeful, story is told. Many of these tips are condensed in the "aHHa" sections at the end of each chapter. He may not treat the topic the way an English teacher would, but he does offer practical advice.
One possible drawback is that this book may not appeal to all readers because it is short on hard data, which isn't too surprising, given that it is about shifting away from that sort of approach. Guber does include research, it is just that the book itself is based on Guber's personal ideas and stories. I am convinced, but it is definitely a new way of looking at business interaction.
Overall, I really enjoyed this book. It opened my eyes to the power of the stories I regularly tell, and ones I have been told. After reading this book, I know how to craft a compelling story, that will entertain, build rapport with others, persuade others, and help me accomplish my goals. Since reading the book, I have made an effort to tell more stories, and the response has been positive. The fodder for stories is all around, in what I have done, and what I have seen others do. As I start my own business, and continue to teach in the classroom, I plan to craft my storytelling ability to not only educate, but also make more money.
95 of 106 people found the following review helpful.
Would have made a good magazine article, but the premise is just too simple for a full-blown book.
By Jeff Lippincott
Stories have power. They can be used to motivate, pursuade, entertain, educate, train, coach, communicate, etc. And the instant book being reviewed reminds the reader that stories often play a significant role in the rise of a person not yet successful who ultimately becomes successful.
How do you hear about someone if you don't hear their story or a story that they tell you? You're correct - you don't. And if you don't hear about someone, then how likely is it that they are going to become successful? You're right - it's unlikely. The author in this book has strung together a bunch of stories, dropped a lot of names of famous people, and told us that telling stories is where it is at. I thought many of the stories were pretty good, but few were all that compelling.
I found the book to be an easy and quick read. There really wasn't anything earth-shattering between its covers. The message was quite simple, and you'd get it just by reading the title on the cover. So I don't really recommend someone waste their money on this tome.
I have read or skimmed a number of other books on storytelling. I think the following books are pretty good reads and probably would prove to be a better way to spend your money if you would buy one of them instead "Tell to Win." 3 stars!
>>Storytelling for Grantseekers: A Guide to Creative Nonprofit Fundraising
>>What's Your Story? Storytelling to Move Markets, Audiences, People, and Brands
>>Whoever Tells the Best Story Wins: How to Use Your Own Stories to Communicate with Power and Impact
>>Storytelling: Branding in Practice
>>The Leader's Guide to Storytelling: Mastering the Art and Discipline of Business Narrative
>>Improving Your Storytelling: Beyond the Basics for All Who Tell Stories in Work and Play (American Storytelling)
>>The Elements of Persuasion: Use Storytelling to Pitch Better, Sell Faster & Win More Business
32 of 39 people found the following review helpful.
An Essential Skill For Success
By John Chancellor
"Everybody in business shares one universal problem: To succeed you have to persuade others to support your vision, dream or cause. ... you have to deliver a clarion call that will get your listeners' attention, emotionalize your goals as theirs, and move them to act in your favor. You have to reach their hearts as well as their minds - and this is just what story telling does."
I would go one step further and say that the above statement applies to all of life, not just business. We are all constantly trying to sell our ideas and points of view. We are constantly trying to convince others to see things our way - no matter if it is to buy our products/services, become our friends, join our club/organization or cause. Yet most of the time we rely on logical reasons to try and convince others.
Humans make decisions based on emotions and then use logic to justify those decisions. So if we are going to be successful we need a way to engage others emotionally. And from the earliest of history, the most successful way to engage others emotionally is with stories.
So Tell to Win is the story of the importance of stories in whatever we do. Stories have the ability to touch our hearts - to make the connection between our minds and our hearts. Stories are much easier to remember than a set of data or historical facts. Therefore we can retain, remember and retell the stories.
Peter Guber has spent his life in the entertainment industry and draws on his wealth of experience to make Tell to Win come to life. The book is filled with interesting stories about how his success was totally dependent on telling the right story. He also shares some failures which were primarily because he failed to craft a good story.
While the book is not a how to manual, there are plenty of lessons scattered throughout the book on the essential elements necessary for crafting and telling a story. Storytelling cannot be reduced to a formula. An effective story is a living, evolving thing. It will and should change with the audience.
One of the real benefits of an effective story is the audience adopts the story and retells/shares the experience.
Storytelling is an art and you will only become successful with practice. We all grew up using/telling stories. Somewhere along the way most of us abandoned stories for facts. We may never achieve the level of proficiency required for the entertainment business, but by studying the tips, techniques and stories in this book, we can become much better at telling our own stories. Crafting our own stories and paying attention to the feedback, we will become better.
The better we become at telling stories, the more successful we will become. This is an important skill to master and there are lots of lessons in this book.
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