From 1to1 blog: The best way to engage customers: Tell stories. Stories connect people on an emotional level, and emotion is what drives people to action. "Stories define us and give meaning to our lives," Peter Guber, Chairman and CEO, Mandalay Entertainment Group, and author Tell to Win: Connect, Persuade, and Triumph with the Hidden Power of Story, said during his keynote this morning at NACCM. "Stories break down barriers. They work."