Al Giddings is a famous underwater cinematographer who, together with James Cameron, put the emotion into a rusted piece of metal 12,000 feet under the ocean, called the Titanic, and told it as a story that moved audiences to the tune of more than $2 billion. But a few years ago, Al told Peter Guber that he shifted his technical passion to rebuilding vintage cars which he began to show competitively.
His audience was no longer millions, but three or four judges. Giddings saw that the distinctions they made between the cars were minute. So Giddings drew upon his story telling prowess to emotionalize his driving machines for the judges, telling the story of the two men — Ammos Northup and John Willys – and their maniacal attention to detail and care and love as the original designers.
The judges’ attention and wonder were captured by the way Giddings breathed emotion into metal and leather as told his story. He’d moved them with awe, admiration, anxiety, sadness, and surprise. Then they awarded him prizes. In 2009 Giddings won the Antique Automobile Club of America’s highest national award.
Although, for the moment, he’s not selling, there’s no doubt that he’s leveraged his “car stories” into real economic value. From mettle to metal to millions, this is emotional transportation at work.
MORE ABOUT TELL TO WIN
To validate the power of telling purposeful stories, Guber includes in this book a remarkably diverse number of ‘voices’ – master tellers with whom he’s shared experiences. They include YouTube founder Chad Hurley, NBA champion Pat Riley, clothing designer Norma Kamali, “Mission to Mars” scientist Gentry Lee, Under Armour CEO Kevin Plank, former South African president Nelson Mandela, magician David Copperfield, film director Steven Spielberg, novelist Nora Roberts, rock legend Gene Simmons, and physician and author Deepak Chopra.
After listening to this extraordinary mix of voices, you’ll know how to craft, deliver – and own – a story that is truly compelling, one capable of turning others into viral advocates for your goal.