great designers lead with story
TRANSCRIPT
www.leadersofdesign.com
D A V I D L E C O U R S f o r A T H E N S 2 0 1 5
Great Designers Lead with Story
Can I Tell Youa Story?
You Are Already Storytellers
Agenda Why Lead with Story What 3 Stories To Tell How To Tell Your Stories
Agenda Why Lead with Story What 3 Stories To Tell How To Tell Your Stories
Homework
About Me
About My Firm
Whom I’ve Helped
Written Bio Video Bio Self-Intro
Interviews Networking
Social Media
Speaking
Website Video
Direct Mail Estimates
Networking Social Media
Speaking
Case Studies Project Sheets
Website MonographInterviews Publicity
Social Media Testimonials
Today’sFormat
lecoursdesign.com/ldc
Why lead with story?
Leaders Tell Stories
WHY
“People that tell stories rule
the world.”
–Plato
WHY
Any Architects or Designers
Come to Mind?
WHY
3
LOGOS
ETHOS
PATHOS
3 Problems Solved by Story 1. You Will Retire or Die 2. Recruit & Retain Talent 3. You Are a Commodity
?
Agenda Why Lead with StoryWhat 3 Stories To Tell How To Tell Your Stories
What Three Stories to Tell?
Story Defined: Account of how and
why life changes
WHAT
Story Structure
WHAT
Homework
SETUP
CONFLICTTURNING POINT
OUTCOME
43
2
1YOUR POINT
5
WHAT
SETUP
CONFLICTTURNING POINT
OUTCOME
43
2
1YOUR POINT
5
SETUP
CONFLICTTURNING POINT
OUTCOME
43
2
1YOUR POINT
5
“Something must be at stake that convinces the audience
that a great deal will be lost if the hero doesn’t obtain his
goal. If nothing is at risk, then it’s not interesting.”
–Robert McKee
SETUP
CONFLICTTURNING POINT
OUTCOME
43
2
1YOUR POINT
5
SETUP
CONFLICTTURNING POINT
OUTCOME
43
2
1YOUR POINT
5
SETUP
CONFLICTTURNING POINT
OUTCOME
43
2
1YOUR POINT
5
SETUP
CONFLICTTURNING POINT
OUTCOME
43
2
1YOUR POINT
5
WHAT
About Me
About My Firm
Whom I’ve Helped
About Me
WHAT
POINT Not Just What,
But Why
People do business
with people they know.
About Me About My Firm
Whom I’ve Helped
Challenge Plot Rags to Riches
What I’ve Learned
Challenge Plot
Rags to Riches Plot
What I’ve Learned Plot
About My Firm
WHAT
About Me About My Firm
Whom I’ve Helped
Founding Story Purpose Story Vision Story
Whom I’ve Helped
WHAT
About Me About My Firm
Whom I’ve Helped
Value of Design Building Challenges Trust Your Designer
Timing
Agenda Why Lead with Story What 3 Stories To Tell
How To Tell Your Stories
How to tell your stories
How to write your stories
HOW
About Me Story Development
HOW
SETUP
CONFLICTTURNING POINT
OUTCOME
43
2
1YOUR POINT
5
Start with the point.
HOW
Point: why I do what I do Outcome: my new way Setup: me, KAA, work Conflict: fired Turning Point: pain
How to tell your stories
HOW
Show Vulnerability
HOW
It is Not Weakness
HOW
Power of Going First
HOW
Homework
Speak Human
HOW
“There is nothing like telling your story in person. The more
time we spend in front of screens, the more we crave
human contact.”
–Arianna Huffington
Make It Sticky
HOW
Energy & Passion
HOW
Share Emotion
HOW
2 Ears 1 Mouth
HOW
Be interested
before interesting
Training Your Staff
HOW
Where?
HOW
About Me About My Firm
Whom I’ve Helped
Written Bio Video Bio Self-Intro
Interviews Networking
Social Media Speaking
Website Video
Direct Mail Proposal
Networking Social Media
Speaking
Case Studies Project Sheets
Website MonographInterviews Publicity
Social Media Testimonials
?
Next Steps
HOW
Share What You Learned
HOW
Homework
Promote Yourselfto CSO
Hunting for Stories
Homework
The New Tool
Conclusion
Why lead with story?
What three stories to tell?
How to tell your stories?
Tell me a fact and I’ll learn. Tell me a truth
and I’ll believe. But tell me a story and it will
live in my heart forever.
— Indian Proverb
I Haven’t Always Been
David Lecours
www.leadersofdesign.com
D A V I D L E C O U R S f o r A T H E N S 2 0 1 5
Great Designers Lead with Story