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.
Believe me, I'm much easier to be around when we win than when we lose.
When people say things like, 'Oh, I can't find black or brown whatever position it is,' I wanted to be clear that we exist in droves. When I tell people, 'Hey, share your work, share your LinkedIn,' it's with the ultimate goal that somebody on that thread gets hired, or something positive happens.
Every writing teacher I ever had except for one told me I was an awful writer, had no idea what I was doing, and should stop immediately. It only took the one to tell me something different to light a fire under me.
But keep on working and hoping still. For in spite of the grumblers who stand about, somehow, it seems, all things work out.
Don't get discouraged if you're hammering away at a sentence or a paragraph or a chapter, and it keeps coming out wrong. You're allowed to get it wrong, as many times as you need to; you only need to get it right once.
Fret not where the road will take you. Instead concentrate on the first step. That's the hardest part and that's what you are responsible for. Once you take that step let everything do what it naturally does and the rest will follow. Do not go with the flow. Be the flow.
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