Tell To Win (Unplugged) Peter Guber with Moe Abdou
This is Moe Abdou. With me today is the legendary Hollywood producer and proud new owner of the soon to be NBA champions the Golden StateWarriors. It’s a real pleasure to have you with us today Peter.
It’s a pleasure to be here. From your mouth to God’s ears, I wish that is whathappens. Proud is correct, co-owner is correct, and all the rest other things,their aspirations, they are correct too. One journey ahead but that’s the funpart.
That is the fun part. Congratulations on the Warriors. Congratulations onthe forthcoming book “Tell to Win.” Hopefully, the upcoming Oscars thatI’m sure you’re anxiously awaiting. What an extraordinary journey for you.
I’ve been banging away at these businesses for a long time. Sometimes theywin, sometimes you lose but you keep banging away because that journey isthe game.
Peter, talking about stories, I know that stories have been a greatmetaphor for your life personally, help me understand how they haveshaped your life.
It’s the only way you can make sense of your life, any life. Narrative is alwayslurking. It’s the way we organize elements in music or architecture or food. Weorganize them through being able to tell them and give them a meaning, anemotional meaning.When we do that, people metabolize the information as held inside them.Where the restaurant is, how the store works, how the product performs, howthe medicine is supposed to help you get well, whatever it is, the secret sauceis that the narrative is a tool to give the whole process and the product and theperson meaning. We are wired for that. That’s the way we’re organized.
You know Peter, being in business, one of the common problems businesspeople face is persuasion. What role do you see story having in business asa persuasion tool?
It’s the highest level of persuasion because facts don’t persuade, peoplepersuade. Facts are used by people to persuade. Facts, information and data init of themselves are cold comforts. They yield little benefit. They are supportvehicles and they are important. Make no mistake they are totally importantbut only when they are embedded in state of the heart technology. The idea