Tell to Win: Connect, Persuade, and Triumph with the Hidden Power of Story
Crown, 2011 (2011)
Hardcover, CD, e-Book
Reviewed by Bob Walch
his book purports to make the reader a purposeful storyteller, thus enabling the person to motivate, win over, shape, engage and sell those he or she deals with.
he idea here is to dazzle your audience not with a Power Point presentation or chart after chart of facts, figures and graphs but with stories that share your vision, illustrate your message or captivate your audience in such a manner that they will be more than willing to purchase your service or product.
mong the techniques Guber explains, on how to become a riveting story teller, is how to capture your audience's attention and then motivate the listener by demonstrating authenticity. There's advice on how to transform a passive audience into active participants and create a presentation that also explains how the listener can benefit from what he is hearing.
s a way of validating the power of telling purposeful stories, the author includes a number of
. These are master tellers with whom Guber has shared experiences. The list includes Steven Spielberg, Deepak Chopra, Pat Riley, David Copperfield and a wide range of other famous entertainment, sports and business celebrities.
s the former chairman and CEO of Sony Pictures, current head of the Mandalay Entertainment Group, and co-owner of the NBA's Gold State Warriors, Peter Guber knows a lot of people. Flip open this book to any page and you'll discover this since he drops names throughout the book. I guess the idea is to use all these acquaintances to illustrate how his ideas are, in fact, worth taking seriously, but after a while the approach becomes rather cloying.
lthough the book's first chapter is entitled,
It's The Story, Stupid
, I wonder if that shouldn't really be
It's Who You Know, Stupid
t seems that although the story and how you deliver it may be important, in the case of this book it is the storyteller who will elicit the most attention. I guess the idea is that if you can mention enough famous folks from all walks of life whatever you are saying automatically has credibility. Perhaps!
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