The ability to weave a tale is among the most powerful elements in any leader's repertoire. So says the Mandalay Entertainment CEO and high-profile Hollywood producer Peter Guber (who backed best picture nominee "The Kids Are All Right"), author of the new book "Tell to Win." So who does he count among the world's best storytellers?
"Kevin uses stories to create the impression among athletes that wearing Under Armour beneath your game shirt is a way to drive and fulfill your aspirations as a competitor," Guber says. "He takes a story about perspiration and brings it to the level of inspiration."
"Story is Lynda's mantra," Guber says. "If she can't find the story she can tell in the product, she simply doesn't sell the product. Whether it is POM Wonderful, the pomegranate juice, Get Crackin' pistachios, or replicas of Jackie O’s pearls, her narrative wins the day and hearts of her audience."
"Jobs' Job One is story," Guber says. " he knows his devotees can't just be customers—he needs apostles for his products who tell his story as their own and move it forward. Look at the lines in front of his stores when he opens new products. After he tells his story, the reaction reminds me of folks waiting for a big movie opening."
Though not technically a business leader, Clinton's leadership skills are formidable. "He is able to glean whats in it for his listener get their attention and then their intention," Guber says. "His authenticity of purpose enters the room before he speaks the first word. He charms them and disarms them and then rearms them with his narratives."