MIAMI-As social media, new technology and cloud computing continues to change the dynamics of dealmaking in the commercial real estate world, many leaders in the business are sticking with the basics. “As humans, we bond emotion with information,” said Peter Guber, chairman and CEO of Mandalay Entertainment Group, who served as the keynote speaker during ProLogis’ general session at SIOR’s Spring World Conference on Friday morning.

Guber, author of “Tell to Win,” has focused his business on creating compelling stories that have the power to move partners, shareholders, customers and employees to take action. “You have to provide interactivity,” he said, noting that despite the prevalence of digital communication like Facebook and Twitter, true connections begin face-to-face – or as he describes it, 'around the campfire.' “You have to engage,” he added. “The best narratives in business are about great listeners. It makes you feel seen and valued, and that is critical. Interactivity is what makes things memorable. That is the secret sauce.”

While Guber is not directly involved in the commercial real estate business, he has worn many different hats throughout his career. As the former studio chief at Columbia Pictures, co-chairman of Casablanca Records, CEO of Polygram Entertainment and chairman and CEO of Sony Pictures, Guber has produced and executive produced award-winning films such as Midnight Express, The Color Purple, Gorillas in the Mist, Batman and Rain Man.