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