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.
Interpretation
The quote emphasizes the power of storytelling as a tool for persuasion and management in any situation.
Peter Guber argues that the art of storytelling is essential in persuading or managing individuals or groups. He suggests that purposeful stories transcend various contexts, making them effective regardless of the audience's background or situation, thereby positioning storytelling as a universal skill for success in communication.
In practice
During a business presentation to inspire the team to embrace change.
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!
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.
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.
COMMUNICATION: If I had to pick a first rule of communication-the one practice above all others that opens the door to connecting with others-it would be to look for common ground. Too often people see communication as the process of transmitting massive amounts of information to other people. But that's the wrong picture. Communication is a journey. The more that people have in common, the better the chance that they can take that journey together.
We cannot be speakers who do not listen. But neither can we be listeners who do not speak.
There is more than a verbal tie between the words common, community, and communication.... Try the experiment of communicating, with fullness and accuracy, some experience to another, especially if it be somewhat complicated, and you will find your own attitude toward your experience changing.
And it occurred to me that in this new millennial life of instant and ubiquitous connection, you don't in fact communicate so much as leave messages for one another, these odd improvisational performances, often sorry bits and samplings of ourselves that can't help but seem out of context. And then when you do finally reach someone, everyone's so out of practice or too hopeful or else embittered that you wonder if it would be better not to attempt contact at all.
Always try to use the language so as to make quite clear what you mean and make sure your sentence couldn't mean anything else.
Nonviolent Communication shows us a way of being very honest, but without any criticism, without any insults, without any put-downs, without any intellectual diagnosis implying wrongness.
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