Book Review: The Storyteller’s Secret: From TED Speakers to Business Legends, Why Some Ideas Catch On and Others Don’t, by C. Gallo

Abstract

Carmine Gallo celebrates the efficacy of storytelling in The Storyteller's Secret: From TED Speakers to Business Legends, Why Some Ideas Catch On and Others Don't. This well-written volume provides further evidence that, while facts and figures serve an important function in business communication, stories are the hallmark of its success. As expected, Gallo fills his book with stories, sharing captivating anecdotes from Apple icon Steve Jobs, TV producer Mark Burnett, Pakistani activist Malala Yousafzai, to evangelist Joel Osteen, to name only a few. In fact, one can best describe The Storyteller's Secret as a collection of tales reminding readers of a story's ability to connect with listeners, make ideas actionable, celebrate purpose, and motivate change.The Storyteller's Secret initially does not provide a prescriptive approach to storytelling. The volume is presented in five parts, each delivering ample stories to hold reader attention while highlighting the effectiveness of storytelling and sharing suggestions for crafting powerful tales. Each part of the book is developed in approximately seven short chapters that include a quote, story, discussion of relevant elements of storytelling, more story, and summary. The book concludes with summary and checklist sections that provide readers/budding storytellers with a helpful and practical toolkit. The resulting work is engaging and easy to absorb.Part I-"Storytellers Who Ignite Our Inner Fire"-thoroughly establishes the impressive power of skilled storytellers. Starting with a tale from Sir Richard Branson, founder of The Virgin Group, Gallo makes the point that humans' brains are wired for stories. Through references to historic and scientific support highlighting the importance of storytelling in purposeful communication, subsequent chapters in Part I explore the powerful role played by stories as well as the characteristics of effective storytellers. Interestingly, Gallo does not provide a storytelling "how-to" manual in these early pages. Instead, he devotes considerable attention to the relationship between personality, adversity, and success. Gallo rightfully acknowledges that inspiring storytellers are not necessarily born, but often are made: "Experts believe it requires about 10,000 hours of practice to be world class in a skill. . . . This concept directly applies to storytelling and public speaking." Good stories, Gallo acknowledges, take practice. The first part of the book concludes by providing concrete and helpful story-building advice.