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by Peter Guber

This books explains how to use story-telling to persuade people to do what you want.

The author is one of the best story-tellers I have ever read. This isn't just because he's nailed the art, but also because he's got the content.

When I read about the famous people mentioned in this book, I didn't know Guber had a personal relationships with them.

From Bill Clinton calling Guber when his bid for President was in major jeopardy during the 1992 Primaries, to Steven Spielberg recalling his time with Guber when he was a young film student, Guber seems to have a story about everyone.

Guber's formula for persuasive story-telling is as simple as it is effective:

  1. Get attention from your audience with an unexpected challenge or question
  2. Narrate an emotional struggle to solve the problem or answer the question
  3. "Galvanize" your audience with an "eye opening resolution"

The book is saturated with ideas to strengthen and expand this formula to be used in any context for your benefit.

For example, Guber explains how every story needs a "hero," and even tons of submerged steal can be a hero, as in the case of James Cameron's film Titanic.

A young 19-year old NBA rookie became the hero of a team who has just lost their star player, Kareem Abdul-Jabbar, during Game 6 of the NBA Championship. A young "Magic" Johnson said to the team "I'll be your Kareem" when he sensed their confidence was gone, and 1 game later, the Lakers had a championship trophy.

After you read this book, you'll add the explosive power of telling a good story to your persuasive arsenal, but you'll also come away with some of the most interesting stories you've ever heard.

One of the best lines I remember from this book is that a good story is a Trojan horse in that it sneaks into your mind, and eliminates your objections.

This book is to persuasion what "What to Expect When Expecting" is to parenting.

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Matt Steffen

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Matt Steffen was Listed by Forbes as the #1 Marketing Consultant Who Avoids the B.S.

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