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Tell to Win: Connect, Persuade, and Triumph with the Hidden Power of Story ReviewLately, I have been reading about the power of persuasion, and some experts believe stories can be used to induce a trance-like state. I like telling stories, and have found that as a teacher, students remember the personal stories I tell long after they have forgotten basic facts. However, I don't think I am always a great storyteller, and I have rarely tried to craft a good story. I hoped this book would shed light on the power of a story, and show me how to tell an effective one.
Guber highlights the times he failed to connect with a client, and most of the time, it was because he failed to tell a story. This may sound counter-intuitive to many in the business world. After all, isn't business about being sober and logical? Where do stories fit in? According to Guber, most people in business forget that they are dealing with humans, and in order to reach people, a sales pitch has to have an emotional component. Stories not only add an emotional dimension to business interactions, but also appeal to our natural love of good stories (which contain a challenge, struggle, and resolution). This love of the challenge-struggle-resolution story is, according to research in the book, hard-wired into our brains. Thus, stories are not just entertaining: they are powerful tools that help us connect with others, and persuade them to see our point of view.
I have to respectfully disagree with other reviewers that suggest the author doesn't explain how to tell good stories. It is true that this is not a book you would use in a creative writing class. You won't learn about the elements of a short story, or what personification is. However, the book explains how to use a certain type of story to become more successful. Guber does clearly explain how to tell an effective story. The entire book is about this, surrounded by stories of him and others. He tells readers how to find the right hero, where to find inspiration, ways to make a story emotionally relevant, how to make sure a story connects with a given audience, how to be authentic, the importance of proper intention (thus sending out proper body language), using props, and many other tips and tricks that clearly indicate how a good, purposeful, story is told. Many of these tips are condensed in the "aHHa" sections at the end of each chapter. He may not treat the topic the way an English teacher would, but he does offer practical advice.
One possible drawback is that this book may not appeal to all readers because it is short on hard data, which isn't too surprising, given that it is about shifting away from that sort of approach. Guber does include research, it is just that the book itself is based on Guber's personal ideas and stories. I am convinced, but it is definitely a new way of looking at business interaction.
Overall, I really enjoyed this book. It opened my eyes to the power of the stories I regularly tell, and ones I have been told. After reading this book, I know how to craft a compelling story, that will entertain, build rapport with others, persuade others, and help me accomplish my goals. Since reading the book, I have made an effort to tell more stories, and the response has been positive. The fodder for stories is all around, in what I have done, and what I have seen others do. As I start my own business, and continue to teach in the classroom, I plan to craft my storytelling ability to not only educate, but also make more money.
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