While standing in the Pace Gallery with Arne Glimcher, its founder, Peter Guber asked him what he wanted to sell him, Arne said, “I’m not a picture seller.  I’m a narrator.”  Glimcher has built one of the most prominent art galleries in the world on the back of stories he tells about the artists he represents such as Chuck Close, Jim Dine, Robert Rauschenberg, and Mark Rothko.  He makes it his business to watch them as they work, because that’s how he collects the stories that he tells patrons.  He’s used these stories to persuade Guber to buy art from him on numerous occasions.

Then Glimcher told Guber a story about what’s going on in the modern art world in China and of one of his artists, Chinese performance artist, Zhang Huan, who produces enormous performance pieces put together from ash.  They last only moments.  Seeing some of his more permanent work that are displayed motivated Guber to visit to China to experience first hand the wonders of Chinese modern art.  Guber became a collector.

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.