That’s according to multi-industry executive, entrepreneur and author Peter Guber, who delivered an impassioned keynote speech at the 2018 Entrata Summit in Park City, Utah. According to Guber, using words like “customers” and “employees” sound transactional and cold. An audience is engaged and ready to absorb your message.
“Audiences expect experiences and you have to delight them,” Guber said. “You have to demonstrate that they have a stake in what’s happening.”
Guber might be on to something. The CEO of Mandalay Entertainment Group is also the executive chairman of the Golden State Warriors and co-owner of the Los Angeles Dodgers and Los Angeles FC of Major League Soccer. He’s the former chairman and chief executive officer of Sony Pictures. That resume indicates that he’s catered to several different types of audiences throughout his career.
Guber understands that success can mean different things in different industries, noting that hiring and retaining top talent is one of the primary objectives in the apartment industry. But whichever industry, Guber implored Summit attendees to cater to the audience. In multifamily, relaying usable information and implementing tech advancements are two key facets. But both should serve as a complementary part of the audience experience, he said.
“Information is soulless. It’s when you add a narrative that it becomes actionable,” Guber said. “And technology is a cold comfort. It’s digital and we’re all analog. Tech is just a tool to tap into human emotion.”
The ability to use failure as a driving force is another of Guber’s primary messages. Saying “every journey to success has a puncture or two,” he noted that Michael Jordan missed 26 potential game-winning shots and accrued over 300 losses in his NBA career. But for the widely recognized greatest basketball player of all time, the fear wasn’t missing the last shot. It was not getting the chance to take it.
“My failures were big. They were painful. They were cataclysmic,” Guber said. “I had a hockey team where the fans didn’t give a puck. I had a movie where the audience was ready to walk out – and that movie was being shown on a plane.”
He also alluded to the 2017 Los Angeles Dodgers, who made it to the seventh game of the World Series but ultimately fell to the Houston Astros. At the time, the loss felt as bad as if the Dodgers hadn’t qualified for the playoffs at all. And he knew his audience felt the same way.
The overriding message was not to be content being among the best.
“Getting close isn’t good enough,” he said. “Be a disrupter in your space.”
To be able to effectively speak to audiences, Guber claims that culture is the key element in any business. Happy, empowered team members are going to thrive in an organization. Those whose skills are buried, ideas are unheard and who are not being utilized to their potential won’t make a positive impact.
“Interactivity is the crucial element in creating a culture,” Guber said. “People want to feel a part of their organization, not apart from their organization.”