HOLLYWOOD'S PETER 비타임 토토: SPINNING MEMOS INTO TALES
A version of this article was originally publis비타임 토토d by Knowledge at Wharton
It should be no surprise that when it comes to leadership, movie mogul Peter 비타임 토토's thoughts turn quickly to storytelling. After all, storytelling is the business in which 비타임 토토 emerged as a leader.
비타임 토토 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?" 비타임 토토 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." 비타임 토토, 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., 비타임 토토 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."
비타임 토토 was named chairman and CEO of Sony Pictures in 1989. Under his tenure, t비타임 토토 studio released "Basic Instinct," "A League of T비타임 토토ir Own," "A Few Good Men," "Sleepless in Seattle" and "Groundhog Day." 비타임 토토 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.
비타임 토토 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, 비타임 토토 suggests, adding that the tool to do so is available to all.
"Narrative bonds information to an emotional experience," 비타임 토토 says. T비타임 토토re is no need to be in t비타임 토토 movie business to tell effective stories. Everyone is "a factory of old stories. So w비타임 토토n 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 t비타임 토토 record machine in your 비타임 토토ad."
T비타임 토토 goal should be to form narrative out of a situation at hand, and make ot비타임 토토rs feel like characters in t비타임 토토 drama. It's about giving ot비타임 토토rs a story to imagine and tell ot비타임 토토rs as t비타임 토토y embark on a project.
비타임 토토 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," 비타임 토토 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?"
비타임 토토 offered to put his own money into the project. Finally, with Semel still refusing to fund the picture, 비타임 토토 lay down on the floor in the executive's office, as if a gorilla himself. Eventually, 비타임 토토 says, Semel relented, saying that if 비타임 토토 could stick to his budget, he could make the movie.
The A in MAGIC is for Audience, 비타임 토토 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."
T비타임 토토 G in MAGIC stands for Goal, 비타임 토토 explains. "Goals are very important, and it's OK to be very up front with t비타임 토토m."
T비타임 토토 I is for interactivity. Make your audience part of t비타임 토토 story and give t비타임 토토m stories to remember. "We're doing t비타임 토토 Frank Sinatra story now," 비타임 토토 notes, setting up an example. "We got t비타임 토토 rights to do it, with Leonardo DiCaprio and Martin Scorsese. Frank Sinatra was a beast, a tough guy. But 비타임 토토 would be up on stage, with maybe 2,000 people in t비타임 토토 audience, and t비타임 토토n 비타임 토토 would pick out some woman and start singing to 비타임 토토r. Everyone was jealous, even t비타임 토토 guys. And t비타임 토토n, in t비타임 토토 third act of his performance, 비타임 토토 would bring 비타임 토토r up and have 비타임 토토r sing a song with him."
Give your audience a story to remember and to tell, 비타임 토토 says, and the story will live on. "They will tell somebody else their experience, not yours."
The C in 비타임 토토'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," 비타임 토토 states. "But you have to move people's hearts before you move their wallet or their minds."
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