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 people to action. Simply put, if you can’t tell it, you can’t sell it.
Interpretation
Success in business increasingly relies on storytelling that resonates emotionally with others.
Peter Guber emphasizes the importance of storytelling in achieving success, particularly in a world where emotional connection drives action. The quote suggests that storytelling is not just a marketing strategy, but a fundamental skill needed to inspire and persuade others to engage with a product, idea, or movement.
In practice
A marketing team presents this quote to highlight their new campaign focused on emotional storytelling.
Beside every great success are the seeds of enormous failure. In every failure, there's the opportunity seeds of great success. They're not miles apart. So if they're that close together, and if you're really working, you're always gonna have that likelihood that something's not going to work.
Stories aren't the icing on the cake; they are the cake!
In any situation that calls for you to persuade, convince or manage someone or a group of people to do something, the ability to tell a purposeful story will be your secret sauce. Telling to win through purposeful stories is situation, industry, gender, demographic, and psychographic-agnostic. It's an all-purpose, everyone wins tool.
The minute you start the process of deciding to make a film and you're communicating that vision to anyone, you're in the process of selling. If you don't understand that, you're not in show business. You're just not.
Telling purposeful stories is interactive. It's not a monolog. Ultimately, purposeful tellers must surrender control of their stories, creating a gap for the listener(s) to willingly cross in order to take ownership. Only when the listener(s) own the tellers' story and make it theirs, will they virally market it.
Miss the audience's heart as a filmmaker, and the only wallet that gets hit will be your own. That's because the heart is always the first target in story telling.
If you're looking to become an entrepreneur then don't waste your time going to university or business school - just get on and do it.
I think at the beginning of a project, you decide if you're in love with the idea and what it's about, or what you think it's about at that time at least. Then you commit to it, and once you've commit to it no matter what, no matter how many self doubts you have, you're in it. The ship's sailed, you can't turn around.
Life doesn't give you all the practice races you need.
A few heart-whole, sincere, and energetic men and women can do more in a year than a mob in a century.
Ambition is pitiless. Any merit that it cannot use it finds despicable.
The chief condition on which, life, health and vigor depend on, is action. It is by action that an organism develops its faculties, increases its energy, and attains the fulfillment of its destiny.
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