Become Storyteller If You Want to Win

Everything in business can be transformed into stories, and how better you can tell those stories the better success you will achieve.

Storytelling is must have in every small business.

You tell stories to your customers to better explain how your product and service can help them in solving their problems, satisfying their needs, or achieving their goals. For this purpose, storytelling is the best practice that will make you more efficient when you sell your products or services.

Also, you use stories as part of your marketing efforts to describe customer’s personas.

You are a storyteller to your employees to make them more loyal to your business. Probably, you already use different types of stories as previous experience, stories from your startup days, stories from different successful achievements, and so on.


As an entrepreneur you are a storyteller to your partners, You simply want to make them more quickly understand your needs and their achievements if they satisfy your needs.

These are only a fraction of possibilities where you use stories to succeed in business.

Tell to Win – My Excellent Learning Experience

tell to win

I’ve always known that stories are an important part of entrepreneurial life. But, I’ve never found a systematic approach based on experience, knowledge, and research until I read Tell to Win: Connect, Persuade, and Triumph with the Hidden Power of Story by Peter Guber.

In Tell to Win, the author as an experienced CEO and legendary Hollywood producer explains how you can use purposeful stories to achieve your goals in your personal life and your business life. In the book, he simply uses stories to teach us how to use stories to succeed. You can find many successful and famous people and their stories about how they use storytelling in their business and personal life in this revolutionary book.

According to the author, storytelling needs to get the attention of listeners as a first thing, then connect them emotionally into the story and finally inspire them to take the next action. The same process that you as an entrepreneur probably already use in your business. You want to get the attention of your potential customers, then connect them emotionally to your business and your products and services and inspire them to make a buying decision.

Another important aspect of successful storytelling is today’s information overloads. Our brain becomes more sensitive in really good stories. Everything else that’s not so good or valuable to us will not even touch our brains. Because of that, you will need to work more on your storytelling techniques.

How You Can Improve Your Storytelling?

What I find valuable in reading this book is the process to become a great storyteller. Here are some of the steps:

  • Try to get attention from the audience or listener. You will not succeed in storytelling if you do not get attention from the listener, because even if your story is the best story from them, you can’t succeed, simply they will not listen to you.
  • You will need to be authentic. The best motivational factor for your audience is when you will succeed in demonstrating high authenticity.
  • Your story is not about you, but for them. You will need to be sure that your stories have powerful answers to the question: What’s in it for me as a listener?
  • Each story has a hero. Make sure that your listeners can easily identify themselves with the hero’s personality.
  • Don’t escape technology when you tell your stories. Technology is not the most important part of the storytelling process, but it can help you in your efforts to visualize different parts of your stories enabling better attention and involvement from the listeners.

How I Implement Techniques From the Book

I want to share my last experience with the storytelling process and implementation of the techniques that I learned from this book.

Recently, I was invited to have a presentation on a forum about entrepreneurial learning. Instead of my standard process of preparing a presentation, I start to implement something new, something that transforms my presentation into my personal story. What I have experienced after my speech I have never experienced before. Many participants after my speech come to me to congratulate me and many of them give me an invitation for the next arrangements on the same subject.

It’s amazing. I have not spent more time preparing myself or my presentation. I change only the final result – use story instead of boring theory and data.

If you try, you will see the difference.

My Last Recommendation

I want to share another recommendation with you about this book.

If you think that in Tell to Win you can find a simple process or roadmap to succeed in your storytelling that you can simply copy and paste in your own life, you will not find that. The whole book is in the form of different stories with different experiences from different people. You will need to read carefully if you want to find the path for your own storytelling process.

Dragan Sutevski

Posted by Dragan Sutevski

Dragan Sutevski is a founder and CEO of Sutevski Consulting, creating business excellence through innovative thinking. Get more from Dragan on Twitter. Contact Dragan