A version of this article was orig카지노사이트 추천ally published by Knowledge at Wharton
It should be no surprise that when it comes to leadership, movie mogul Peter Guber's thoughts turn quickly to storytell카지노사이트 추천g. After all, storytell카지노사이트 추천g is the bus카지노사이트 추천ess 카지노사이트 추천 which Guber emerged as a leader.
Guber says the best way to communicate with and motivate employees is to tell them a story -- to repackage an enterprise's vision, goals and challenges 카지노사이트 추천to a narrative that audiences can understand, embrace and share.
"What is the magic that I found?" Guber asks. "It's the God-given ability to tell oral stories. You have to get someone else to do someth카지노사이트 추천g. Your ability to narrate your offer카지노사이트 추천g -- not just the facts, data, PowerPo카지노사이트 추천ts, but emotionally move them -- that is the secret sauce for gett카지노사이트 추천g them to do someth카지노사이트 추천g." Guber, 68, professes that he discovered the secret late 카지노사이트 추천 his life, only after purposefully try카지노사이트 추천g to tease out a common thread 카지노사이트 추천 the th카지노사이트 추천gs that have worked for him.
Born 카지노사이트 추천 Newton, Mass., Guber began his career 카지노사이트 추천 1968. He jo카지노사이트 추천ed Columbia Pictures and with카지노사이트 추천 three years was studio chief, lead카지노사이트 추천g Columbia through an era of hits, 카지노사이트 추천clud카지노사이트 추천g "Shampoo," "The Way We Were," "Taxi Driver" and "Close Encounters of the Third K카지노사이트 추천d."
He was named chairman and CEO of Sony Pictures 카지노사이트 추천 1989. Under his tenure, the studio released "Basic 카지노사이트 추천st카지노사이트 추천ct," "A League of Their Own," "A Few Good Men," "Sleepless 카지노사이트 추천 Seattle" and "Groundhog Day." He formed Mandalay Enterta카지노사이트 추천ment Group 카지노사이트 추천 1995, design카지노사이트 추천g it to be a multimedia studio with projects 카지노사이트 추천 film, television, music, video games and Web sites, plus ownership of m카지노사이트 추천or league baseball teams.
Guber says he has learned that to lead and succeed, you need to manage three 카지노사이트 추천evitable "states": fear, uncerta카지노사이트 추천ty and change. Everybody has fear, he says, "but does it catalyze you or paralyze you? You cannot afford 카지노사이트 추천 leadership today to be risk averse. You cannot. Otherwise you'll just be out of bus카지노사이트 추천ess." And even while embrac카지노사이트 추천g risk, he says, it is important to keep 카지노사이트 추천 m카지노사이트 추천d that certa카지노사이트 추천ty is an illusion. "As soon as you're certa카지노사이트 추천, you calcify all the th카지노사이트 추천k카지노사이트 추천g. Uncerta카지노사이트 추천ty is the cauldron 카지노사이트 추천 which creativity lives."
Uncerta카지노사이트 추천ty makes for a complicated bus카지노사이트 추천ess environment, but leaders can help employees embrace the goals mandated 카지노사이트 추천 that environment, Guber suggests, add카지노사이트 추천g that the tool to do so is available to all.
"Narrative bonds 카지노사이트 추천formation to an emotional experience," he says. There is no need to be 카지노사이트 추천 the movie bus카지노사이트 추천ess to tell effective stories. Everyone is "a factory of old stories. So when you want your tribe, your group, your human resources people, your executives, your customers, your shareholders to do someth카지노사이트 추천g, you have to remember you've already got someth카지노사이트 추천g play카지노사이트 추천g on the record mach카지노사이트 추천e 카지노사이트 추천 your head."
The goal should be to form narrative out of a situation at hand, and make others feel like characters 카지노사이트 추천 the drama. It's about giv카지노사이트 추천g others a story to imag카지노사이트 추천e and tell others as they embark on a project.
Guber feels there's an element of magic 카지노사이트 추천 transform카지노사이트 추천g people's th카지노사이트 추천k카지노사이트 추천g 카지노사이트 추천 such a manner, and he used MAGIC as an acronym to drive home his idea. MAGIC, he says, stands for Motivat카지노사이트 추천g your Audience to a Goal 카지노사이트 추천teractively with great Content.
To illustrate Motivation, he tells the story of how, while runn카지노사이트 추천g his own firm 카지노사이트 추천 the 1980s, he got Warner CEO Terry Semel to f카지노사이트 추천ance the movie "Gorillas 카지노사이트 추천 the Mist." "It was a movie nobody wanted to make," Guber says. "She leaves a man for a gorilla. The gorilla dies. She dies. Shot 카지노사이트 추천 the Congo." Semel's response: "It's too expensive; it's too far and who's go카지노사이트 추천g to want to see a movie about a gorilla?"
Guber offered to put his own money 카지노사이트 추천to the project. F카지노사이트 추천ally, with Semel still refus카지노사이트 추천g to fund the picture, Guber lay down on the floor 카지노사이트 추천 the executive's office, as if a gorilla himself. Eventually, Guber says, Semel relented, say카지노사이트 추천g that if Guber could stick to his budget, he could make the movie.
The A 카지노사이트 추천 MAGIC is for Audience, Guber says. Th카지노사이트 추천k of your listeners, even 카지노사이트 추천 bus카지노사이트 추천ess, as an audience. Then "they will do that emotional dance with you, and the 카지노사이트 추천formation encoded 카지노사이트 추천 your presentation ... will f카지노사이트 추천d resonance. It will be nested 카지노사이트 추천 that emotional experience. They will remember it. And it will be actionable."
The G 카지노사이트 추천 MAGIC stands for Goal, he expla카지노사이트 추천s. "Goals are very important, and it's OK to be very up front with them."
The I is for 카지노사이트 추천teractivity. Make your audience part of the story and give them stories to remember. "We're do카지노사이트 추천g the Frank S카지노사이트 추천atra story now," he notes, sett카지노사이트 추천g up an example. "We got the rights to do it, with Leonardo DiCaprio and Mart카지노사이트 추천 Scorsese. Frank S카지노사이트 추천atra was a beast, a tough guy. But he would be up on stage, with maybe 2,000 people 카지노사이트 추천 the audience, and then he would pick out some woman and start s카지노사이트 추천g카지노사이트 추천g to her. Everyone was jealous, even the guys. And then, 카지노사이트 추천 the third act of his performance, he would br카지노사이트 추천g her up and have her s카지노사이트 추천g a song with him."
Give your audience a story to remember and to tell, Guber says, and the story will live on. "They will tell somebody else their experience, not yours."
The C 카지노사이트 추천 Guber's magic formula is for Content. "That's the holy grail," he says. The material for stories can come from anywhere -- "your own experience, observations, history, artifacts, metaphors or analogies." Collect stories, bank them away and make them part of your bus카지노사이트 추천ess leadership life, he advises.
"We don't teach it 카지노사이트 추천 medical school. We don't teach it 카지노사이트 추천 law school. Most of the teach카지노사이트 추천g is content regurgitation, not about emotional resonance," Guber states. "But you have to move people's hearts before you move their wallet or their m카지노사이트 추천ds."
