Moving Your Audience To Your Story’s Goal By Demonstrating Vulnerability

Steve Tisch, son of Preston Robert Tisch, co-owner of the NY Giants, told Peter Guber that he had no interest in partnering with his father in running the team or realizing Bob’s mission of building a new stadium for them – until his father was diagnosed with brain cancer.

Not only did Steve assume his father’s roles within the NFL franchise, but he answered the call of his father to take up his family’s legacy as the keeper of the flame.

When his dad passed away, Steve even more ferociously pursued his father’s most passionate endeavor of building the new stadium, urging his partner, their architects, contractors, and city officials to move this mission forward. “I told them the story of my journey with my father and its purpose,” Steve said. “My eyes welled up and my throat choked every time I told them I wanted to complete the journey in his memory, to embody his passion, to design a stadium that was symbolic of him as a New Yorker, as a football fan, as a generous, kind, powerful man. And while that may sound intangible, it’s in every piece of cement, every steel beam, every seat.”

Steve couldn’t help, when he told that story to different audiences, to show those deeper feelings to everyone.

“You can’t help it,” he said.

Plans for the new stadium moved steadily forward toward the anticipated opening in 2010, and Steve’s willingness to show his vulnerability has served him well.



New York Times #1 Bestseller Tell To Win by Peter GuberTo 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.



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