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вЂњBut you are certainly free to tell your story. вЂњEl Presidente will be here for ten minutes only,вЂќ he replied. вЂњMay we use this visit to ask for permission to film in the harbor?вЂќ we asked. (Castro, we learned, was an environmental advocate and scuba enthusiast.) Millions of dollars in sunk costs hung in the balance.ДЄ local official finally turned up with a surprise announcement: Fidel Castro had taken a personal interest in our project and would be visiting the harbor. Gambling that we could win approval, we sailed to Cuba, set up our equipment in Marina Hemingway, and filmed a few surface shots in various locations as we waited for word from the regime. But the go-ahead from the Cuban government for underwater filming proved more elusive. Pleading that our mission was purely scientific and peaceful, we managed, with support from former secretaries of state Henry Kissinger and Alexander Haig, to get permission from the U.S.

government nor the Communist regime of Fidel Castro wanted a team of Americans filming there. There was only one problem: Neither the U.S.

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One of the planned segments critical to the success of the series was to explore the forbidden waters of Havana harbor, where galleons and pirate ships had carried treasure since the sixteenth century. The cast included former Miss Universe Shawn Weatherly, a novice who served as a stand-in for the viewers at home. In the mid-1980s at PolyGram, I produced a television series called Oceanquest, which took a team of expert divers and scientists around the world-from Antarctica to Baja California to Micronesia-to film their aquatic adventures. Sometimes, a well-crafted story can even transform a seemingly hopeless situation into an unexpected triumph. An effective CEO uses an emotional narrative about the companyвЂ™s mission to attract investors and partners, to set lofty goals, and to inspire employees. A successful line manager can rally the team to extraordinary efforts through a story that shows how short-term sacrifice leads to long-term success.

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It works all along the business food chain: A great salesperson knows how to tell a story in which the product is the hero. Over the years, IвЂ™ve learned that the ability to articulate your story or that of your company is crucial in almost every phase of enterprise management. The power of storytelling is also central to my work as a business executive and entrepreneur. But experience has at least provided me with a clear sense of the essential elements of a story and how to tap into its power.

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Make no mistake, a hit movie is still an elusive target, and IвЂ™ve had my share of flops. IвЂ™ve been fortunate enough to work with some of the worldвЂ™s most talented storytellers-gifted directors, novelists, screenwriters, actors, and other producers-and from them IвЂ™ve gleaned insights into the alchemy of great stories. As a filmmaker, I need to understand how stories touch audiences-why one story is an instantly appealing box office success while another fails miserably to connect. IвЂ™m in the business of creating compelling stories. Perhaps the most startling is a colorful anecdote about how GuberвЂ™s own impromptu use of storytelling, while standing on the deck of a ship in Havana harbor, won Fidel CastroвЂ™s grudging support for a film project. In this article, GuberвЂ™s advice-distilled not only from his years in the entertainment industry but also from an intense discussion over dinner one evening with storytelling experts from various walks of life-is illustrated with numerous examples of effective storytelling from business and elsewhere. In this article, he offers a method for effectively exercising that power.ДЇor a story to enrapture its listeners, says Guber, it must be true to the teller, embodying his or her deepest values and conveying them with candor true to the audience, delivering on the promise that it will be worth peopleвЂ™s time by acknowledging listenersвЂ™ needs and involving them in the narrative true to the moment, appropriately matching the context-whether itвЂ™s an address to 2,000 customers or a chat with a colleague over drinks-yet flexible enough to allow for improvisation and true to the mission, conveying the tellerвЂ™s passion for the worthy endeavor that the story illustrates and enlisting support for it. Peter Guber is in the business of creating compelling stories: He has headed several entertainment companies-including Sony Pictures, PolyGram, and Columbia Pictures-and produced Rain Man, Batman, and The Color Purple, among many other movies. A well-told storyвЂ™s power to captivate and inspire people has been recognized for thousands of years.