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.

But making deals – like making movies – relies on a strong narrative, he explained. “You have to get their attention,” Guber said. “You have to tell a story that people can utilize that they can hold onto,” describing it as creating “a palette for connection.”

The same trend is infiltrating its way into the office sector. During breakout sessions at the conference, panelists said tenants are beginning to re-think the way they take space in the wake of increased communication, telecommuting and other digital enhancements to the workplace. Joel Ratekin of Ratekin Consulting said the conventional idea of office space "no longer works" in an age of collaboration and technology.

“I’m talking about doing more with less,” he said, noting that workplace trends are evolving from large, closed-door corporate offices to communal spaces for all employees – a concept known as open desking, where innovation and peer collaboration are welcomed. And if workers are not in the office, online networks can help connect multiple people from any location. “It is a sign of the times,” he said. “People can work from wherever they want.”

The phenomenon, known as “distributed work,” is concept that involves various ways in which people work, from central offices, home computers, satellite locations and mobile devices. In an online survey about group technology conducted by Ratekin, the report—based on 40 top executives in the industry – found that rentable square feet per person has changed as a result of new technology and changes in the office industry. Three years ago, rentable prices per square foot averaged at $180 a foot, while five years ago, rents were $205 a foot, and ten years ago, pricing was much higher at $227 a foot.

The study looked at several industries, including financial services, consulting, technology, healthcare, government, higher education and retail. Out of the respondents, 76% of surveyed companies have reported a strong connection between sustainability and their new workplace strategy—and higher productivity.

“Change management is hard at the executive level,” he said. “But given worker’s choice, there are advantages.”

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