3/22/2011

The best bosses understand that successful business moves depend on identifying and telling compelling stories, says Hollywood producer Peter Guber. Only by forging vivid narratives can leaders persuade their workers, investors and target markets to take a leap of faith on their products and services. "Start by building a relationship with your audience -- your customers, employees, whoever it is," Gruber advises. "Study who they are and what they care about. Then craft your story as if you're talking to one person."

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