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THE STORYTELLER’S SECRET From TED Speakers to Business Legends, Why Some Ideas Catch on and Others Don't by Carmine Gallo “Having facts on your side isn't enough. You have to do storytelling. In The Storyteller's Secret, Carmine Gallo shows you how to frame ideas to make an irresistible, memorable, and emotional connection with your audience. We have very big problems to solve, and we have entrepreneurs with great ideas, but knowing the science isn't enough. Stories educate, inform, and ultimately inspire us to change the world.” ―Vinod Khosla, founder, Khosla Ventures; cofounder Sun Microsystems
In an age where robots and automation are displacing humans in nearly every function, one human skill remains irreplaceable: storytelling. In The Storyteller's Secret: From TED Speakers to Business Legends, Why Some Ideas Catch on and Others Don't (St. Martin's Press; Feb. 23, 2016), bestselling author and communication expert Carmine Gallo explains why storytelling and its power to build emotional connections will become increasingly valued in tomorrow’s workplace. With inspiring examples, Gallo shows how storytelling leaders of such powerful brands such as Apple, Virgin, Wynn Resorts, and Southwest Airlines have attracted valuable talent and achieved admirable success by telling their stories well. In short, ideas and brands that catch on are wrapped in story. In a book which is both exploratory and practical, Gallo features 50 leaders and visionaries who credit storytelling (and compelling stories) as important elements in their journeys, including: • Richard Branson - who contends “storytelling can be used to drive change;” • Barbara Corcoran (Shark Tank) - “Show me an MBA and sales numbers… but tell me a story and we’ll talk”; • Mark Burnett (The Voice) – “My best skills have always been telling stories and pitching ideas; • Bryan Stevenson (TED speaker, human rights attorney) - “Narrative is hugely important in effective communication”); • Joel Osteen (Pastor/Televangelist) - focuses on stories because “I want people to understand everything that I’m saying.”
These master storytellers became world famous from the ideas that they spread, but why? Gallo unravels the mystery of what good storytellers do right to make their stories catch on while so many others don’t. Gallo convincingly makes the case that many of today’s most popular brands, thought leaders and global movements were started by effective storytellers. “Smart storytelling is simple yet transformative,” writes Gallo. “It moves hearts and minds; it builds trust, boosts sales, and inspires people to dream bigger.” But storytelling also follows proven techniques that can be observed across the most popular TED Talks, leaders’ keynotes and pitches for venture capital. Gallo shares these practical techniques as well as the science behind their effectiveness. While the roots of storytelling are ancient, Gallo shares the latest science that proves its impact, which only became evident in just the past decade. Neuroscientists helped us understand why the brain is hardwired for story, and why some stories trigger a rush of neurochemicals like cortisol, oxytocin, and dopamine. These elements cause people to pay attention, form empathy and feel good, helping explain why nothing moves hearts and minds like a great story. The science of storytelling that Gallo uncovers here helps explain why: • • • • • • • •
Some political leaders inspire voters – and others drop out; Some TED talks go viral – and others are forgettable; Some leaders start movements – and others miss the mark; Some companies have high employee engagement – and others see high turnover; Some non-profits raise millions of dollars – and others struggle; Some healthcare initiatives succeed – and others fail; Some job candidates stand out – and others can’t persuade recruiters; Some entrepreneurs change the world – and others don’t.
Why do we need to hone our skills at storytelling? Because the ability to package ideas into a compelling story is one of the most proven skills that makes leaders successful. The power of narrative allows messages to make a difference (and not fall on deaf ears) – is a skill as important for visionary leaders and political candidates, as it is for business leaders, professionals, parents, teachers, and job seekers. The Storyteller’s Secret reveals how stories remain the most effective – and essential - tool in achieving your goals, and how anyone can learn the art of storytelling. # # #
About the Author: Carmine Gallo is the two-time Wall Street Journal bestselling author of Talk Like TED. A former CNN business anchor, Gallo is an internationally admired communication expert who has worked with leaders at such companies as: Accenture, Intel, Pfizer, Coca-Cola, LinkedIn, Google, Microsoft, and many others. He is a columnist for Forbes.com and Entrepreneur.com, and has been featured in The Wall Street Journal, The New York Times, CNBC, and ABC’s 20/20. He heads GALLO Communications in California, where he resides with his wife and family. About the Book: THE STORYTELLER’S SECRET: From TED Speakers to Business Legends, Why Some Ideas Catch on and Others Don't Author: Carmine Gallo Publisher: St. Martin’s Press Publication Date: Feb. 23, 2016 Price: $27.99 Hardcover; 288 pages ISBN-13: 978-1250071552 Website URL: www.StorytellersSecret.com
TIPS AND TECHNIQUES to make sure your next story (or pitch) is a great one From THE STORYTELLER’S SECRET by Carmine Gallo 1. Make personal stories 65% of any presentation you make. (Listeners find stories irresistible); 2. Share stories of struggle and triumph. We are hardwired to love rags-to-riches stories (like Hollywood movies with happy endings); 3. Use simple, sixth-grade language when pitching new ideas or products to a general consumer audience. (Elon Musk, Bill Gates and Steve Jobs all use remarkably simply language); 4. Follow the rule of three, a fundamental narrative building block. Movies and plays follow a three-act structure, largely because the human brain cannot easily remember more than three ‘chunks’ of information in short term memory.
Advance Praise for THE STORYTELLER’S SECRET
“I believe your adversities are your advantage. Carmine Gallo shares this philosophy. In The Storyteller’s Secret, he shows us how overcoming challenges—tension over triumph— is the stuff by which great stories and great success are made.” – Darren Hardy, Publisher, SUCCESS magazine New York Times bestselling author of The Entrepreneur Roller Coaster "I believe there are seeds of greatness in each and every one of us. In The Storyteller’s Secret, Carmine Gallo unlocks the techniques that have made some of the greatest entrepreneurs, speakers, and leaders of our time as great as they are. The chapters are filled with inspiring stories and specific tips that will help you elevate your personal brand, move your business forward and, quite possibly, change the world.” — Lewis Howes, author and podcast host of The School of Greatness
“After I lost my legs, I got a second chance at life. I learned that the only limits we have are the ones we place on ourselves. I started to ask myself the question, 'If life were a book, and I was the author, how would the story go?' In The Storyteller’s Secret, Carmine Gallo not only gives you the tactical steps to sharing your ideas, he also digs into the psychology of storytelling to explain why the stories we tell ourselves are the most important and empowering ones of all.” — Amy Purdy, world class snowboarder, motivational speaker, and TV personality
"For years, I’ve trusted Carmine Gallo’s sage wisdom on learning to be a better communicator and I’ve made his book, Talk Like TED, required reading for my staff. I’m excited about The Storyteller’s Secret because in my business, communication and leading teams to victory are most certainly related!” —Brigadier General Kenneth E. Todorov, USAF (Ret)