
Social Media: A Weapon of Crass Destruction
APRIL LCT: The platforms can be a great tool for connecting but can also explode over posts that were not thought out.
LAS VEGAS, Nev. — With a collection of films on his résumé that have earned more than $3 billion worldwide and 50 Academy Award nominations, film executive Peter Guber, the Chairman and CEO of Mandalay Entertainment, knows a little something about success. He also knows quite a bit about failure.
“Failures are inevitable; growth is optional,” Guber said to an audience of limousine service operators who packed a grand ballroom at the MGM Grand during the 2012 International LCT Show. “Inside every movie I have made were the seeds of failure, and inside failure were the seeds of success. Success is very, very close to failure. The two are separated only by a fine line, so you can’t be scared of failure, and as executives, you can’t be risk averse.”
Guber, who has personally produced or executive produced films including Rain Man, Batman, and The Color Purple, explained to operators that telling a purposeful story about one’s business is a critical component for success. Storytelling is innate in every human being, he said, because it’s how our species was able to share with future generations the survival tips and rules that allowed humans to go from the bottom of the food chain to the top of the food chain.
“Stories create an emotional experience for the audience, and this is vital because experience bonds with events,” Guber said. “If you go on vacation and something magical happens to you, you’ll remember every single detail. If you’re robbed or poisoned, you’ll also remember every single detail.” This concept is especially important for chauffeured car service operators because the customer’s experience is critical to whether or not he or she will become a repeat client. If the service stands out, they will remember it, and if it’s awful, they will remember that detail as well.
Five steps to telling a purposeful story
Guber said there are five elements to telling a purposeful story, and he offered the acronym M.A.G.I.C., which stands for Motivating Audience to Your Goal by Interacting with Content.
— Michael Campos, LCT assistant editor
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