But if you had to think where you were the day before that – that memory is probably hazier. Where were you on 9/11? Chances are that you can remember exactly where you were when you learned about the tragic events that transpired that day. Confused by what that means? Think about it. As Peter says, emotion combined with information becomes memorable and actionable. So how do you harness the power of storytelling? First, it’s about finding that emotional core of your message. Tony sat down with his dear friend Peter Guber, the Chairman and CEO of Mandalay Entertainment, whose films have earned over $3 billion worldwide and 50 Academy Award nominations, to discuss the power of a great story and its ability to shape the lives of others. Simply telling a story that may elicit some emotion does not guarantee its efficacy.

Those potential customers can then connect with your product, service and your entire business in a way that will make you talkably different. They give color and depth to otherwise bland material and they allow people to connect with the message in a deeper, more meaningful way. The power of a single story goes far beyond simply relaying facts and data and can be a highly effective tool to create customer loyalty. Stories are one of the most powerful tools you can use to engage and connect with your audience. On the other hand, stories we tell within the office about overcoming challenges or how setbacks were turned into successes can lead to empowerment and a culture of innovation and calculated risks.

Stories we tell ourselves about goals we can’t achieve because we’re not smart or educated enough, for example, can lead to limiting beliefs that hold us back. The power of storytelling can be very impactful in both a positive and negative way.

Telling your story