Ryan Reynolds attributes the success of his business to one skill: It’s an “important asset” in any profession, the expert says.

Ryan Reynolds’ ability to tell stories isn’t just an amazing part of his public persona — it’s the foundation of his success in many industries, he says.

Reynolds, a long-time TV and film actor, learned that his storytelling skills could benefit him commercially while starring in, producing and promoting the 2016 film “Deadpool,” he said. said at the Fast Company 2024 Innovation Festival on Tuesday. The film’s budget didn’t leave much room for marketing, so Reynolds shouldered some of the burden himself, filming and posting comedy ads on social media.

Many of Reynolds’ films went viral, and “Deadpool” grossed $782.6 million at the box office against a $58 million budget, according to IMDB’s Box Office Mojo.

The experience prompted Reynolds to invest in several companies — Aviation Gin in 2018 and Mint Mobile in 2019, for starters — and start marketing and production firm Maximum Effort to help promote them, he said. . If you’re looking for the connecting thread between a gin brand and a mobile network operator, you’re not alone.

“I have a passion and passion for telling stories in amazing places,” Reynolds said.

Subsequent advertising campaigns, marked by Reynolds’ sense of humor and timely presence, helped Aviation secure an initial payment of $335 million, and up to $275 million in potential future payments. , with a Diageo merger in 2020. Reynolds retained ownership. according to the announcement, and High Effort went on to sign big-name clients like Match.com and Kraft Heinz.

Mint Mobile’s parent company, Ka’ena Corporation, was also purchased for $1.35 billion by T-Mobile last year. “Reynolds will continue his creative role for Mint,” T-Mobile said at the time.

Good storytelling is an important workplace skill in almost every job or industry, Stanford University lecturer and communications expert Matt Abrahams tells CNBC’s Do It.

If you can create a persuasive presentation specifically for your audience – whether it’s your boss, your employees or a room full of executives – you will get people to listen to you, understand your point of view and even change their minds. see, says Abrahams.

To use your storytelling power to gain influence, you need to do four things, he says:

1. Engage your audience with an introduction that breaks the pattern for the first few seconds. Think of it like the opening scene of an action movie: You can use scary statistics, or infuse the story with an emotional scene.
2. State why it is important and relevant to the audience. This will convince the other person why they need to listen, and create some tension that will pique their interest.
3. Create expectations as a tour guide. Once you’ve identified, introduce yourself and set expectations for what they’ll get out of the conversation. This is a good time to introduce humor or relationships.
4. As you tell the rest of the story, keep your audience’s attention with physical, verbal or mental reminders of why they care. Be as brief as possible, always tying each sentence to the main point.”

“The biggest mistake people make in their communication is not focusing on the needs of the audience,” says Abrahams. “Attention is the most valuable asset we have in the world today. If I don’t get my message right to you, you won’t pay attention.”

Reynolds agrees: High-level efforts are less focused on creating the perfect ad and capturing the audience’s attention as quickly as possible, he said. Having a good relationship with the viewer is more important than anything else, he added.

“The idea is that if you can move at the pace, or close to the pace of culture and conversation, your brand has a greater chance of creating an emotional investment in consumers,” said Reynolds. “I am, by no means, a businessman … but I am very interested, and I am very good, at investing in emotions.”

Want to know your money this fall? Sign up for CNBC’s new online course. We’ll teach you practical strategies to break your budget, reduce your debt, and grow your wealth. Start today to feel confident and successful. Use code EARLYBIRD for an introductory 30% discount, extended through September 30, 2024, for the back-to-school season.

Also, sign up for the CNBC Make It newsletter to find tips and tricks for success in work, money and life.