Franchise Update Magazine Issue II, 2013 - Page 24

Grow Market Lead about Michael Jordan, one of the greatest basketball players ever, emphasizing the fact that Jordan missed 26 gamewinning shots—among the 9,000 he missed—in his career. The “secret sauce of success,” he told the room, is “your innate ability to move other people to action.” And while each person has a different call to action, the most effective way he’s found to reach people is through the power of narrative. “I’m a storyteller—that’s the secret sauce,” said Guber, 71, a lesson he learned only in what he described as “the third act” of his life. We’re all emotional creatures, he said, and a good story has the power to “emotionalize” the audience you’re trying to reach, whether in movies, sports, or franchising. “You want people to feel it,” he said. “That’s the way we’re wired. Hits are born in the heart—not the head, and not the wallet.” Guber, who is involved in the food 22 Franchiseupdate Iss u e II, 2 0 1 3 “Success is the ability to go from failure to failure without losing your enthusiasm.” — Peter Guber business at his sports arenas as co-owner of the Golden State Warriors and Los Angeles Dodgers, had some relevant advice for the attendees. Answering his own question about how he sells out games at his arenas. “It’s not the food, it’s the experience,” he said. He has the players meet the fans when they come in, and he focuses on perfecting each moment of a customer’s visit. “At a restaurant, every detail counts; the total experience counts,” he said, adding that for Wolfgang Puck, every night is opening night. Guber also cautioned against overreliance on digital technology—something he knows plenty about as a movie industry executive and producer. “You have to move people to action, and digital technology will not do it. Don’t surrender your humanness to digital technology. You will lose over time.” Next on the agenda was an in-depth session on the Affordable Care Act. Panelists included Jeff Lungren, director of congressional and public affairs for the U.S. Chamber of Commerce; Christy Williams, COO of the National Association Management Group; and Mike Kahley, senior vice president of the Lockton Companies, which provides insurance, benefits, and risk management services. The panelists explained various aspects of the law as it stands today, how and when it will be implemented, the upsides and downsides of different responses to the “play or pay” option, and the effects the act will have on franchisees, depending on how the