THE STORYTELLER’S SECRET
From TED Speakers to Business Legends, Why Some Ideas Catch On and Others Don’t
Author: Carmine Gallo
Review Issue Date: December 15, 2015
Online Publish Date: December 6, 2015
Publisher:St. Martin’s
Pages: 272
Price ( Hardcover ): $27.99
Publication Date: February 23, 2016
ISBN ( Hardcover ): 978-1-250-07155-2
Category: Nonfiction
A self-help book from a communications coach and respected keynote speaker. To achieve success and renown, Gallo (Talk Like TED: The 9 Public-Speaking Secrets of the World’s Top Minds, 2014, etc.), who has consulted for Pfizer, LinkedIn, Coca-Cola, and other major brands, urges readers to tell a good story. In nearly every presentation, stories beat logic or evidence, so tell a captivating tale in every sales pitch or TED talk (the author’s ultimate venue). To demonstrate, Gallo begins each chapter with a homily of someone’s life-changing epiphany and ends with a quick summary, “the storyteller’s secret.” The inspiring accounts invoke such notable names as Gates, Jobs, Springsteen, and Sting. Also included in the narrative are tales of Churchill, Branson, Oprah, and Pope Francis. All of these figures are wonderful storytellers who have educated and motivated us. They simplify their messages, launch movements, and inspire the world. Promoting a personal brand takes significant work, but Gallo helpfully encapsulates a score of the leaders’ secrets in brief—e.g., “reframe the story you tell yourself” (“Joel Osteen, Darren Hardy), “make stories at least 65 percent of your presentation” (Bryan Stevenson, Sheryl Sandberg), “violate expectations” (Bill Gates, Elon Musk), “take every opportunity to hone your presentation skills” (Martin Luther King Jr.). For mastery of brilliant storytelling, Gallo provides an appended checklist for aspiring readers who may find the foregoing chapters too heavy with pop neuroscience and references to obscure experts. The take-away: your limbic brain, oxytocin, and good PowerPoint slides, coupled with a perfected story, can make you a billionaire or, if you like, a changer of the world—or maybe, just a bit more prosperous. The old pep talk by another proficient motivational master, updated with references to Twitter, YouTube, and, of course, TED.