The following is an excerpt from the just-released book, 'Tell to Win':
Once you’ve got your hero, what gets the emotion moving? What holds us spellbound, begging for more? Michael Jackson taught me in no uncertain terms, the answer is drama.
Back in 1991, Jackson already was a force to be reckoned with. After renewing his contract with Sony for a record-setting $65 million, he released his eighth album, "Dangerous¸" with the singles “Black or White” and “Remember the Time,” both of which dominated the pop charts. As CEO of Sony Pictures, I’d sat in on the studio production of that album and was overwhelmed by Michael’s creative intensity and perfectionism.
His ambition knew no bounds. But when Sony’s most important musical asset invited me to his home in Encino to discuss his plans to get into movies and television, I was taken aback. Michael had proven he knew everything there was to know about pop music, but movies were a different animal. He wanted to produce as well as act. That meant telling stories. Could he do it?
I didn’t even have to ask the question. “In both films and music,” Michael said, “you have to know where the drama is and how to present it.” He gave me a long, intense stare and abruptly stood up. “Let me show you.”
He led me upstairs to the hallway outside his bedroom, where we stopped in front of a huge glass terrarium. “This,” he said, “is Muscles.”
Inside, a massive snake was coiled around a tree branch. His head was tracking something in the opposite corner of the terrarium.
Michael pointed with his finger at the object of Muscles’ obsession. A little white mouse was trying to hide behind a pile of wood shavings.
I said hopefully, “Are they friends?”
“Do they look it?”
“No. The mouse is trembling.”
Michael said, “We have to feed Muscles live mice, otherwise he won’t eat. Dead ones don’t get his attention.”
“So why doesn’t he just go ahead and eat it?”
He said, “Because he enjoys the game. First he uses fear to get the mouse’s attention, then he waits, building tension. Finally, when the mouse is so terrified it can’t move, Muscles will close in.”
That snake had the attention of that mouse, and that mouse had the attention of that snake -- and Michael Jackson had my attention.
“That’s drama,” he said.
“It sure is!” I said. “This story has everything -- stakes, suspense, power, death, good and evil, innocence and danger. I can’t stand it. And I can’t stop watching.”
“Exactly,” he said. “What’s going to happen next? Even if you know what it is, you don’t know how or when.”
“Maybe the mouse will escape.”
Michael let out one of his high, strange laughs. “Maybe.”
If I’d had the slightest doubt about Jackson’s command as a teller of stories, it evaporated that day. His telling to win profoundly and clearly taught me that nothing grabs our attention faster than the need to know what happens next?
Back at UCLA, I asked Dan Siegel to help me understand from his perspective as a neuroscientist why people are so enthralled by drama. Siegel pointed out that emotions don’t occur spontaneously. Nor, as any actor knows, can they be summoned at will. Emotions have to be aroused. “And arousal gets heightened,” Siegel said, “when you realize, I don’t know if the mountain lion’s still there; I don’t know if the spaceship is going to get back; I’m not sure he’s going to win the race. You have to have tension between expectation and uncertainty. Emotional tension drives you to think it might go this way, but it might go that way, and that makes you wonder, what will happen next?”
The more you wonder what will happen next, the more you pay attention. And the more attention you pay, the more you hear, notice, and retain.
One reason I was so helplessly enthralled as I watched Michael Jackson’s mouse and snake was that they were enacting a story of primal desire and dread. Somewhere deep in our DNA, we all have this story lurking because, at some stage of our evolution, if not in our more immediate existence, we lived this story. We were the weaker prey that hid trembling inside the cave from the saber-tooth lurking outside.
Of course, most business storytellers don’t need to set dramatic stakes as high as death or survival. But even business stories are told best if they trigger the conflict between dread and desire. Desire is a core human need which in business may translate as landing a job, motivating employees, keeping an account, impressing a boss, successfully launching a product, or securing a brand. The more we desire something, the greater our fear of not achieving it. And that emotional tension engages your audience because it makes them feel “what’s in it for them.”
Once you’ve got your hero, what gets the emotion moving? What holds us spellbound, begging for more? Michael Jackson taught me in no uncertain terms, the answer is drama.
Back in 1991, Jackson already was a force to be reckoned with. After renewing his contract with Sony for a record-setting $65 million, he released his eighth album, "Dangerous¸" with the singles “Black or White” and “Remember the Time,” both of which dominated the pop charts. As CEO of Sony Pictures, I’d sat in on the studio production of that album and was overwhelmed by Michael’s creative intensity and perfectionism.
His ambition knew no bounds. But when Sony’s most important musical asset invited me to his home in Encino to discuss his plans to get into movies and television, I was taken aback. Michael had proven he knew everything there was to know about pop music, but movies were a different animal. He wanted to produce as well as act. That meant telling stories. Could he do it?
I didn’t even have to ask the question. “In both films and music,” Michael said, “you have to know where the drama is and how to present it.” He gave me a long, intense stare and abruptly stood up. “Let me show you.”
He led me upstairs to the hallway outside his bedroom, where we stopped in front of a huge glass terrarium. “This,” he said, “is Muscles.”
Inside, a massive snake was coiled around a tree branch. His head was tracking something in the opposite corner of the terrarium.
Michael pointed with his finger at the object of Muscles’ obsession. A little white mouse was trying to hide behind a pile of wood shavings.
I said hopefully, “Are they friends?”
“Do they look it?”
“No. The mouse is trembling.”
Michael said, “We have to feed Muscles live mice, otherwise he won’t eat. Dead ones don’t get his attention.”
“So why doesn’t he just go ahead and eat it?”
He said, “Because he enjoys the game. First he uses fear to get the mouse’s attention, then he waits, building tension. Finally, when the mouse is so terrified it can’t move, Muscles will close in.”
That snake had the attention of that mouse, and that mouse had the attention of that snake -- and Michael Jackson had my attention.
“That’s drama,” he said.
“It sure is!” I said. “This story has everything -- stakes, suspense, power, death, good and evil, innocence and danger. I can’t stand it. And I can’t stop watching.”
“Exactly,” he said. “What’s going to happen next? Even if you know what it is, you don’t know how or when.”
“Maybe the mouse will escape.”
Michael let out one of his high, strange laughs. “Maybe.”
If I’d had the slightest doubt about Jackson’s command as a teller of stories, it evaporated that day. His telling to win profoundly and clearly taught me that nothing grabs our attention faster than the need to know what happens next?
Back at UCLA, I asked Dan Siegel to help me understand from his perspective as a neuroscientist why people are so enthralled by drama. Siegel pointed out that emotions don’t occur spontaneously. Nor, as any actor knows, can they be summoned at will. Emotions have to be aroused. “And arousal gets heightened,” Siegel said, “when you realize, I don’t know if the mountain lion’s still there; I don’t know if the spaceship is going to get back; I’m not sure he’s going to win the race. You have to have tension between expectation and uncertainty. Emotional tension drives you to think it might go this way, but it might go that way, and that makes you wonder, what will happen next?”
The more you wonder what will happen next, the more you pay attention. And the more attention you pay, the more you hear, notice, and retain.
One reason I was so helplessly enthralled as I watched Michael Jackson’s mouse and snake was that they were enacting a story of primal desire and dread. Somewhere deep in our DNA, we all have this story lurking because, at some stage of our evolution, if not in our more immediate existence, we lived this story. We were the weaker prey that hid trembling inside the cave from the saber-tooth lurking outside.
Of course, most business storytellers don’t need to set dramatic stakes as high as death or survival. But even business stories are told best if they trigger the conflict between dread and desire. Desire is a core human need which in business may translate as landing a job, motivating employees, keeping an account, impressing a boss, successfully launching a product, or securing a brand. The more we desire something, the greater our fear of not achieving it. And that emotional tension engages your audience because it makes them feel “what’s in it for them.”
Magical amd Mesmerizing
Inspirational and Incredible
Charismatic and Concerned
Humble and Humane
Amazing and Astounding
Electrifying and Exuberant
Legendary and Loving
Joyful and Jubilant
Adorable and Astonishing
Considerate and Caring
Kindhearted and Knowing
Shy, Soulful and Sensitive
Optimistic and ONE OF A KIND
NEVER TO BE SURPASSED
This is how i would describe Michael Jackson,the one and only King Of Music,a human being we never understood.
Michael was strong ,very,very,very strong !!!!
Inspirational and Incredible
Charismatic and Concerned
Humble and Humane
Amazing and Astounding
Electrifying and Exuberant
Legendary and Loving
Joyful and Jubilant
Adorable and Astonishing
Considerate and Caring
Kindhearted and Knowing
Shy, Soulful and Sensitive
Optimistic and ONE OF A KIND
NEVER TO BE SURPASSED
This is how i would describe Michael Jackson,the one and only King Of Music,a human being we never understood.
Michael was strong ,very,very,very strong !!!!
Bass note, treble, stereo control, how low you go
Just enough to make your juices flow
Press play, don't stop, rotate, too hot
You feel I'm real
I'm everything you need, so tell me what's the deal
Chorus
2000 Watts, 8 ohms, 200 volts, real strong
Too much of that, fuse blown
Be careful what you say don't overload
2000 Watts, 8 ohms, 200 volts, real strong
Too much of that, fuse blown
Be careful what you say don't overload
3D, high speed, feedback, Dolby
Release two or three, when I reach I can go 'till I hit my peak
Compact steelo, chico, D-Lo, highpost lady
Shorty really wanna be there for me
Chorus
2000 Watts, 8 ohms, 200 volts, real strong
Too much of that, fuse blown
Be careful what you say don't overload
2000 Watts, 8 ohms, 200 volts, real strong
Too much of that, fuse blown
Just enough to make your juices flow
Press play, don't stop, rotate, too hot
You feel I'm real
I'm everything you need, so tell me what's the deal
Chorus
2000 Watts, 8 ohms, 200 volts, real strong
Too much of that, fuse blown
Be careful what you say don't overload
2000 Watts, 8 ohms, 200 volts, real strong
Too much of that, fuse blown
Be careful what you say don't overload
3D, high speed, feedback, Dolby
Release two or three, when I reach I can go 'till I hit my peak
Compact steelo, chico, D-Lo, highpost lady
Shorty really wanna be there for me
Chorus
2000 Watts, 8 ohms, 200 volts, real strong
Too much of that, fuse blown
Be careful what you say don't overload
2000 Watts, 8 ohms, 200 volts, real strong
Too much of that, fuse blown
Here come ol' flat top
He come groovin' up slowly
He's got Joo Joo eyeball
He one holy roller
He got hair down to his knees
Got to be a joker he just do what he please
He wear no shoeshine
He's got toe jam football
He's got monkey finger
He shoot Coca-Cola
He say "I know you, you know me"
One thing I can tell you is you got to be free
Come together
right now
over me
He bag production
He's got walrus gum-boot
He's got Ono sideboard
He one spinal cracker
He got feet down through his knees
Hold you in his armchair
You can feel his disease
Come together
right now
over me
He roller coaster
He's got early warning
He's got muddy water
He one Mojo filter
He say "One and one and one is three"
Got to be good looking
'cause he's so hard to see
Come together
right now
over me
He come groovin' up slowly
He's got Joo Joo eyeball
He one holy roller
He got hair down to his knees
Got to be a joker he just do what he please
He wear no shoeshine
He's got toe jam football
He's got monkey finger
He shoot Coca-Cola
He say "I know you, you know me"
One thing I can tell you is you got to be free
Come together
right now
over me
He bag production
He's got walrus gum-boot
He's got Ono sideboard
He one spinal cracker
He got feet down through his knees
Hold you in his armchair
You can feel his disease
Come together
right now
over me
He roller coaster
He's got early warning
He's got muddy water
He one Mojo filter
He say "One and one and one is three"
Got to be good looking
'cause he's so hard to see
Come together
right now
over me
Ben, the two of us need look no more
We both found what we were looking for
With a friend to call my own
I'll never be alone
And you my friend will see
And you've got a friend in me
(You've got a friend in me)
Ben, you're always running here and there
(Here and there)
You feel you're not wanted anywhere
(Anywhere)
If you ever look behind
And don't like what you find
There's something you should know
You've got a place to go
(You've got a place to go)
I used to say 'I' and 'me'
Now it's 'us' now it's 'we'
(I used to say 'I' and 'me')
(Now it's 'us' now it's 'we')
Ben, most people would turn you away
I don't listen to a word they say
They don't see you as I do
I wish they would try to
I'm sure they'd think again
If they had a friend like Ben
(A friend)
Like Ben
(Like Ben)
Like Ben
We both found what we were looking for
With a friend to call my own
I'll never be alone
And you my friend will see
And you've got a friend in me
(You've got a friend in me)
Ben, you're always running here and there
(Here and there)
You feel you're not wanted anywhere
(Anywhere)
If you ever look behind
And don't like what you find
There's something you should know
You've got a place to go
(You've got a place to go)
I used to say 'I' and 'me'
Now it's 'us' now it's 'we'
(I used to say 'I' and 'me')
(Now it's 'us' now it's 'we')
Ben, most people would turn you away
I don't listen to a word they say
They don't see you as I do
I wish they would try to
I'm sure they'd think again
If they had a friend like Ben
(A friend)
Like Ben
(Like Ben)
Like Ben