"We are all storytellers.
Entrepreneurs have to be.
With a little practice you can unleash this power."
I have long relied on purposeful storytelling to motivate, win over, shape, engage and sell.
Indeed, what began as a knack for telling stories as an entertainment industry executive has, through years of perspiration and inspiration, evolved into a set of principles that anyone can use to achieve their goals.
I’ve been teaching graduate courses for thirty years at UCLA, in the School of Theater, Film, and Television–and more recently in the MBA program. After listening to the business students, there was a feeling that being able to craft your story into an emotional narrative was the ‘soft stuff’ that didn’t count for very much and didn’t need to be coached. As I thought about the successes and failures in my life, I realized that the secret sauce to success is the ability to take information and orchestrate it into an emotional offering so that the audience metabolizes it and it becomes resonant, memorable, and actionable to them.
“If anyone knows how to survive in business, it’s Peter. This book is a manual for that. It gives you the two keys to success — first, everything starts with a good story, and second, don’t drop names (actually Frank Sinatra told me that).” – George Clooney
“Stories are a misunderstood, misused, and underutilized asset. I knew if I could shine a light on them and identify a process, it would be a tremendous benefit. I spent all these years doing stories and now the story is the story. Stories aren’t the icing on the cake; they are the cake.”