Peter Guber recently invited Susan Feniger, co-owner of Border Grill, owner of Street, and co-star on the Food Network with her partner, Mary Sue Milliken, to his UCLA class.  She said that story telling is an essential part of her staff’s training.  She and Milliken traveled the world to find the authentic flavors and cultures, colors, foods, music, and architecture that distinguish their restaurants.  So they use the stories of their adventures just like Trojan horses to plant their passion inside their staff.  “If they’re excited about what we’re doing, then they want customers to know the story of where we got that dish and how we were influenced.”  Those customers then go out and tell the stories to their friends.  In this way, Feniger and Milliken’s stories turn both staff and customers into viral marketers.

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.