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Victorville, Calif. – reported by the Daily Press
With the knowledge of a business professional and the wit of a storyteller, Peter Guber, author and co-owner of the Los Angeles Dodgers, held the attention of his audience during the 2014 High Desert Opportunity business conference.
Guber, who was the keynote speaker of the 33rd annual conference at the High Desert Events Center on Thursday, said the “secret sauce” to being successful in business, and in most ventures, is the ability to create and to tell a purposeful story, and to ask the listener to join them in their journey.
“Very much like a story in a book or a movie, we need to be able to tell our story to our audience and to move their hearts,” said Guber, as the mayors of the Victor Valley and Barstow areas sat on the platform near him. “We need to see our customers and clients as our audience.”
Organizers say the conference’s purpose is to draw out-of-the-area business owners, commercial real estate brokers, developers and site locators to the High Desert region to promote local business development.
Guber said that for over 100,000 years, mankind has been hard-wired to share their stories with others, including the next generation. He said that ability still resides in us and must be used as an emotional vehicle to carry a message.
“In your story, you must show that you have a stake in the outcome too,” Guber said. “You must be genuine and authentic, and you must own your story before you tell it.”
Guber said creating an emotional platform of relevance is the key to storytelling with the goal of “moving people’s hearts before their wallets.”
“We must also be careful when we try to define success,” Guber said. “Success changes with time and age, and we must be flexible in describing it.”
Guber said success at age 16 is getting a driver’s license, at age 21 it’s finding a mate, at age 35 it’s making money and at age 85 success is “defined by not peeing in your pants.”
“Peter Guber brought a brand new outlook to us all. His history in entertainment and sports was very exciting for all of us to hear,” Apple Valley Mayor Art Bishop said. “I like his message of looking at people as your audience, not just as customers. I think all our cities and towns have that attitude and express themselves that way. All the mayors up there today drew a lot of wisdom from what he said. We all believe in the people we serve.”
Brad Letner, who was named CEO/president of the Hesperia Chamber of Commerce in September, said Guber’s message of “telling over selling,” should be a lesson for everyone in business in the High Desert.
“I’ve spent much of the last 10 years on active duty; at the Pentagon, Afghanistan and several other postings, so I have much to learn,” Letner said. “Events like this, and the guidance from Janice Moore with the Apple Valley Chamber and Michele Spears with the Victor Valley Chamber, has really helped me tremendously.”
Before Guber’s presentation, community and regional leaders shared their perspective on the economy in San Bernardino County and the High Desert.
Eric Schmidt, Hesperia Mayor Pro Tem and president of Exquadrum in Adelanto, shared an entertaining and fact-filled presentation that drew rave reviews from many.
Orlando Acevedo, HDO program chair and economic development manager for the Town of Apple Valley, said Schmidt’s address was informative, educational and inspirational.
“Eric did a great job explaining that the High Desert was an incubator for business growth and for people coming into the California market,” Acevedo said. “The conditions for people to find success here and to grow a solid business is good.”
Letner said Schmidt was a “great cheerleader for the High Desert,” and did a wonderful job combining the promising future of the area with its innovating past.
“Eric did a great job marrying the best of what he spoke of, which is the marriage of small town and great opportunity of an area with some 400,000 people,” Letner said. “His speech was interesting. I don’t think I knew that Jess Ranch was the largest turkey farm in the U.S. Eric said long before it was a retail source, Jess Ranch was nationally recognized for industry and agriculture.”
Rene Ray De La Cruz may be reached at 760-951-6227, RDeLa Cruz@VVDailyPress.com or on Twitter@DP_ReneDeLaCruz.
- See more at: http://www.vvdailypress.com/article/20141016/NEWS/141019850/12987/NEWS#sthash.vJoGwe5g.dpuf
With nearly 800 attendees and 70 exhibitors, High Desert Opportunity is the largest business conference in the region, drawing business leaders and real estate executives from all over California and the Western U.S.
The High Desert Opportunity Committee is proud to announce the 33rd annual event will take place Thursday, October 16th, 2014 at the High Desert Event Center, formerly known as the San Bernardino County Fairgrounds in Victorville, CA. The full-day conference will feature a keynote address during our luncheon as well as an exhibit hall and educational HD Theater program that will cover the advantages of locating to the High Desert.
The conference aims to draw “out of the area” business owners, commercial real estate brokers, developers and site locators to the High Desert region. At the 2014 conference, learn more about what the High Desert’s growing and expanding cities have to offer including…
Exhibits and Booths give you the opportunity to meet and speak directly with representatives from city and county governmental agencies, financial institutions, community organizations, utilities, real estate and other key high desert influencers.
Also this year, is the opportunity to set up one-on-one meetings with city planners, economic development personnel, city managers, or county economic development representatives to discuss any planning and development needs.
HD Theater is an inspiring morning program featuring recognized experts discussing the advantages of locating or expanding a business to the High Desert/ Inland Empire North communities.
Make plans to attend High Desert Opportunity to learn why our area is the most affordable place to do business in California.
Indoor and Outdoor booth display space is available for the 2014 High Desert Opportunity business conference. Each exhibit consists of an 8′ x 10′ space, curtained backdrop and side panels, electrical outlet, skirted table and chairs all at no additional charge.
The 2014 High Desert Opportunity conference ticket - entry into the Expo Hall, HD Theater, morning and afternoon receptions and the luncheon with the keynote speaker. The early bird price of $70 until July 1st, 2014. After July 1st, tickets will be $80.