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.
I just figured out that if I gave my all into this game - if I put everything into the fight business - then I would eventually run the fight business.
The thing is, you try your best, and what else you got? You try your best, really, that's all you can do. And for me, my best happens really so rarely.
There will always be somebody more successful, more beautiful, more talented. You have to realize, you're not running their race. You're running your race.
Try to fix firmly in your mind what you would like to do; and then, without veering off direction, you will move straight to the goal.
And this President wakes up every morning, looks out across America and is proud to announce, 'It could be worse.' It could be worse? Is that what it means to be an American? It could be worse? Of course not. What defines us as Americans is our unwavering conviction that we know it must be better.
Every day I would wake up and think, 'Today is another missed opportunity to do something important.' After enough days like this, you start feeling like you are getting old, even when you are relatively young. We are all natural entrepreneurs, and being manacled to a desk job is not for us.
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