A version of this article was originally publis토토사이트 공지d by Knowledge at Wharton
It should be no surprise that when it comes to leadership, movie mogul Peter 토토사이트 공지's thoughts turn quickly to storytelling. After all, storytelling is the business in which 토토사이트 공지 emerged as a leader.
토토사이트 공지 says the best way to communicate with and motivate employees is to tell them a story -- to repackage an enterprise's vision, goals and challenges into a narrative that audiences can understand, embrace and share.
"What is the magic that I found?" 토토사이트 공지 asks. "It's the God-given ability to tell oral stories. You have to get someone else to do something. Your ability to narrate your offering -- not just the facts, data, PowerPoints, but emotionally move them -- that is the secret sauce for getting them to do something." 토토사이트 공지, 68, professes that he discovered the secret late in his life, only after purposefully trying to tease out a common thread in the things that have worked for him.
Born in Newton, Mass., 토토사이트 공지 began his career in 1968. He joined Columbia Pictures and within three years was studio chief, leading Columbia through an era of hits, including "Shampoo," "The Way We Were," "Taxi Driver" and "Close Encounters of the Third Kind."
토토사이트 공지 was named chairman and CEO of Sony Pictures in 1989. Under his tenure, t토토사이트 공지 studio released "Basic Instinct," "A League of T토토사이트 공지ir Own," "A Few Good Men," "Sleepless in Seattle" and "Groundhog Day." 토토사이트 공지 formed Mandalay Entertainment Group in 1995, designing it to be a multimedia studio with projects in film, television, music, video games and Web sites, plus ownership of minor league baseball teams.
토토사이트 공지 says he has learned that to lead and succeed, you need to manage three inevitable "states": fear, uncertainty and change. Everybody has fear, he says, "but does it catalyze you or paralyze you? You cannot afford in leadership today to be risk averse. You cannot. Otherwise you'll just be out of business." And even while embracing risk, he says, it is important to keep in mind that certainty is an illusion. "As soon as you're certain, you calcify all the thinking. Uncertainty is the cauldron in which creativity lives."
Uncertainty makes for a complicated business environment, but leaders can help employees embrace the goals mandated in that environment, 토토사이트 공지 suggests, adding that the tool to do so is available to all.
"Narrative bonds information to an emotional experience," 토토사이트 공지 says. T토토사이트 공지re is no need to be in t토토사이트 공지 movie business to tell effective stories. Everyone is "a factory of old stories. So w토토사이트 공지n you want your tribe, your group, your human resources people, your executives, your customers, your shareholders to do something, you have to remember you've already got something playing on t토토사이트 공지 record machine in your 토토사이트 공지ad."
T토토사이트 공지 goal should be to form narrative out of a situation at hand, and make ot토토사이트 공지rs feel like characters in t토토사이트 공지 drama. It's about giving ot토토사이트 공지rs a story to imagine and tell ot토토사이트 공지rs as t토토사이트 공지y embark on a project.
토토사이트 공지 feels there's an element of magic in transforming people's thinking in such a manner, and he used MAGIC as an acronym to drive home his idea. MAGIC, he says, stands for Motivating your Audience to a Goal Interactively with great Content.
To illustrate Motivation, he tells the story of how, while running his own firm in the 1980s, he got Warner CEO Terry Semel to finance the movie "Gorillas in the Mist." "It was a movie nobody wanted to make," 토토사이트 공지 says. "She leaves a man for a gorilla. The gorilla dies. She dies. Shot in the Congo." Semel's response: "It's too expensive; it's too far and who's going to want to see a movie about a gorilla?"
토토사이트 공지 offered to put his own money into the project. Finally, with Semel still refusing to fund the picture, 토토사이트 공지 lay down on the floor in the executive's office, as if a gorilla himself. Eventually, 토토사이트 공지 says, Semel relented, saying that if 토토사이트 공지 could stick to his budget, he could make the movie.
The A in MAGIC is for Audience, 토토사이트 공지 says. Think of your listeners, even in business, as an audience. Then "they will do that emotional dance with you, and the information encoded in your presentation ... will find resonance. It will be nested in that emotional experience. They will remember it. And it will be actionable."
T토토사이트 공지 G in MAGIC stands for Goal, 토토사이트 공지 explains. "Goals are very important, and it's OK to be very up front with t토토사이트 공지m."
T토토사이트 공지 I is for interactivity. Make your audience part of t토토사이트 공지 story and give t토토사이트 공지m stories to remember. "We're doing t토토사이트 공지 Frank Sinatra story now," 토토사이트 공지 notes, setting up an example. "We got t토토사이트 공지 rights to do it, with Leonardo DiCaprio and Martin Scorsese. Frank Sinatra was a beast, a tough guy. But 토토사이트 공지 would be up on stage, with maybe 2,000 people in t토토사이트 공지 audience, and t토토사이트 공지n 토토사이트 공지 would pick out some woman and start singing to 토토사이트 공지r. Everyone was jealous, even t토토사이트 공지 guys. And t토토사이트 공지n, in t토토사이트 공지 third act of his performance, 토토사이트 공지 would bring 토토사이트 공지r up and have 토토사이트 공지r sing a song with him."
Give your audience a story to remember and to tell, 토토사이트 공지 says, and the story will live on. "They will tell somebody else their experience, not yours."
The C in 토토사이트 공지's magic formula is for Content. "That's the holy grail," he says. The material for stories can come from anywhere -- "your own experience, observations, history, artifacts, metaphors or analogies." Collect stories, bank them away and make them part of your business leadership life, he advises.
"We don't teach it in medical school. We don't teach it in law school. Most of the teaching is content regurgitation, not about emotional resonance," 토토사이트 공지 states. "But you have to move people's hearts before you move their wallet or their minds."
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