Bestselling novelist Nora Roberts was embarking on a new chapter in her life – one that didn’t involve words on a page. But still she needed a way to get her audience to her product. Her vision was to build a new inn in the town in which she lived. Her dilemma was how to change brick, wood and mortar into a powerful narrative that would draw as committed a following as those who buy her books.
Peter Guber had seen her power first hand, having made eight movies of her books. Now when he visited the Inn at Innsboro, MD, he realized that she converted this product into another best seller. Walking through the hotel it was immediately evident how each room is designed to echo specially selected stories from books about romantic couples written by some of the greatest novelists in history.
All of these famous novels have ups and downs but end happily ever after. And, that was the key to patrons (audiences) who would come and have an experience that would make them feel happily ever after. Each of the rooms is detailed like a stage set to replicate the atmosphere of the literary romance it’s meant to evoke. Guests experience the stories through period furnishings and decor, even through soaps and scents.
Not only do the tales give the enterprise a distinctive brand that is congruent with Nora’s brand as a romantic novelist, but they put the words of mouth in the guests’ mouths to tell others the story of their experience.
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To validate the power of telling purposeful stories, Guber includes in this book a remarkably diverse number of ‘voices’ – master tellers with whom he’s shared experiences. They include YouTube founder Chad Hurley, NBA champion Pat Riley, clothing designer Norma Kamali, “Mission to Mars” scientist Gentry Lee, Under Armour CEO Kevin Plank, former South African president Nelson Mandela, magician David Copperfield, film director Steven Spielberg, novelist Nora Roberts, rock legend Gene Simmons, and physician and author Deepak Chopra.
After listening to this extraordinary mix of voices, you’ll know how to craft, deliver – and own – a story that is truly compelling, one capable of turning others into viral advocates for your goal.
