Great Designers Lead With Story

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Presentation made to Architects and Interior Designers at the Leaders of Design Council in Athens, Greece. Designers that lead embrace the power of narrative. In a noisy world, you must clearly and succinctly tell your personal and studio’s story to clients, vendors, and staff. Story creates an emotional connection with potential clients that will make you memorable and influence the buying decision. When you harness the power of story in your personal interviews, web site, and case studies, you win better clients, and increase your ability to lead those clients towards success. Expect to Learn: Aristotle: The Architect of Persuasion on Why Story Works Which Stories To Tell Where To Find Your Stories How To Structure a Compelling Story - Writing How To Tell Better Stories - Delivery Teaching Others to Tell Your Story

Marketing

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

Agenda
Why Lead with Story
What 3 Stories To Tell
How To Tell Your Stories

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
Monograph 
Interviews
Publicity 
Social Media
Testimonials

“People that  
tell stories rule
the world.”
 
–Plato
WHY

Any Architects
or Designers
Come to Mind?
WHY

3 Problems Solved
by Story
1. You Will Retire or Die
2. Recruit & Retain Talent
3. You Are a Commodity

Story Defined:
Account of how and 
why life changes
WHAT

SETUP
CONFLICT
TURNING POINT
OUTCOME
4
3
2
1 YOUR POINT
5
WHAT

“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

About
Me
About  
My Firm
Whom I’ve
Helped

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

About Me
About  
My Firm
Whom I’ve
Helped
Founding Story
Purpose Story
Vision Story

About Me
About  
My Firm
Whom I’ve
Helped
Value of Design
Building Challenges
Trust Your Designer
Timing

SETUP
CONFLICT
TURNING POINT
OUTCOME
4
3
2
1 YOUR POINT
5

Point: why I do what I do
Outcome: my new way
Setup: me, KAA, work
Conflict: fired
Turning Point: pain

“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

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
Monograph 
Interviews
Publicity 
Social Media
Testimonials

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

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Great Designers Lead With Story

1. 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

2. Can I Tell You  a Story?

4. You Are Already Storytellers

6. Agenda Why Lead with Story What 3 Stories To Tell How To Tell Your Stories

7. Agenda Why Lead with Story What 3 Stories To Tell How To Tell Your Stories

8. Homework

9. 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 Monograph  Interviews Publicity  Social Media Testimonials

10. Today’s  Format lecoursdesign.com/ldc

11. Why lead with story?

12. Leaders Tell Stories WHY

13.

14. “People that   tell stories rule the world.”   –Plato WHY

15. Any Architects or Designers Come to Mind? WHY

16. 3

17. LOGOS ETHOS PATHOS

18. 3 Problems Solved by Story 1. You Will Retire or Die 2. Recruit & Retain Talent 3. You Are a Commodity

19.

20. ?

21. Agenda Why Lead with Story  What 3 Stories To Tell  How To Tell Your Stories

22. What Three Stories to Tell?

23. Story Defined: Account of how and  why life changes WHAT

24. Story Structure WHAT

25. Homework

26. SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5 WHAT

27. SETUP1

28. CONFLICT2

29. “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

30. TURNING POINT 3

31. OUTCOME 4

32. YOUR POINT 5

33. SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5 WHAT

34. About Me About   My Firm Whom I’ve Helped

35. About Me WHAT

36. POINT Not Just What,   But Why

37. People do business with people they know.

38. About Me About   My Firm Whom I’ve Helped Challenge Plot Rags to Riches What I’ve Learned

39. Challenge Plot

40. Rags to Riches Plot

41. What I’ve Learned Plot

42. About   My Firm WHAT

43. About Me About   My Firm Whom I’ve Helped Founding Story Purpose Story Vision Story

44.

45. Whom I’ve Helped WHAT

46. About Me About   My Firm Whom I’ve Helped Value of Design Building Challenges Trust Your Designer Timing

47.

48. Agenda Why Lead with Story What 3 Stories To Tell How To Tell Your Stories

49. How to   tell your stories

50. How to write your stories HOW

51. About Me Story Development HOW

52. SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5

53. Start with the point. HOW

54. Point: why I do what I do Outcome: my new way Setup: me, KAA, work Conflict: fired Turning Point: pain

55. How to tell your stories HOW

56. Show Vulnerability HOW

57. It is Not Weakness HOW

58. Power of Going First HOW

59. Homework

60. Speak Human HOW

61. “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

62. Make It Sticky HOW

63. Energy & Passion HOW

64. Share Emotion HOW

65. 2 Ears 1 Mouth HOW

66. Be interested before interesting

67. Training Your Staﬀ HOW

68. Where? HOW

69. 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 Monograph  Interviews Publicity  Social Media Testimonials

70. ?

71. Next Steps HOW

72. Share What You Learned HOW

73. Homework

74. Promote Yourself  to CSO

75. Hunting for Stories

76. Homework

77. The New Tool

78. Conclusion

79. Why lead with story?

80. What three stories to tell?

81. How to   tell your stories?