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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 You

a 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
Web...
Today’s

Format
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 Story

What 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
CONFLICT
TURNING POINT
OUTCOME
4
3
2
1 YOUR POINT
5
WHAT
SETUP1
CONFLICT2
“Something must be at stake
that convinces the audience
that a great deal will be lost if
the hero doesn’t obtain his
goal...
TURNING POINT
3
OUTCOME
4
YOUR POINT
5
SETUP
CONFLICT
TURNING POINT
OUTCOME
4
3
2
1 YOUR 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
CONFLICT
TURNING POINT
OUTCOME
4
3
2
1 YOUR 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 c...
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
Web...
?
Next Steps
HOW
Share What
You Learned
HOW
Homework
Promote
Yourself

to 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 foreve...
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
Great Designers Lead With Story
Great Designers Lead With Story
Great Designers Lead With Story
Great Designers Lead With Story
Great Designers Lead With Story
Great Designers Lead With Story
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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

Published in: Marketing
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Great Designers Lead With Story

  1. 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. 2. Can I Tell You
 a Story?
  3. 3. You Are Already Storytellers
  4. 4. Agenda Why Lead with Story What 3 Stories To Tell How To Tell Your Stories
  5. 5. Agenda Why Lead with Story What 3 Stories To Tell How To Tell Your Stories
  6. 6. Homework
  7. 7. 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
  8. 8. Today’s
 Format lecoursdesign.com/ldc
  9. 9. Why lead with story?
  10. 10. Leaders Tell Stories WHY
  11. 11. “People that 
 tell stories rule the world.” 
 –Plato WHY
  12. 12. Any Architects or Designers Come to Mind? WHY
  13. 13. 3
  14. 14. LOGOS ETHOS PATHOS
  15. 15. 3 Problems Solved by Story 1. You Will Retire or Die 2. Recruit & Retain Talent 3. You Are a Commodity
  16. 16. ?
  17. 17. Agenda Why Lead with Story
 What 3 Stories To Tell
 How To Tell Your Stories
  18. 18. What Three Stories to Tell?
  19. 19. Story Defined: Account of how and
 why life changes WHAT
  20. 20. Story Structure WHAT
  21. 21. Homework
  22. 22. SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5 WHAT
  23. 23. SETUP1
  24. 24. CONFLICT2
  25. 25. “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
  26. 26. TURNING POINT 3
  27. 27. OUTCOME 4
  28. 28. YOUR POINT 5
  29. 29. SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5 WHAT
  30. 30. About Me About 
 My Firm Whom I’ve Helped
  31. 31. About Me WHAT
  32. 32. POINT Not Just What, 
 But Why
  33. 33. People do business with people they know.
  34. 34. About Me About 
 My Firm Whom I’ve Helped Challenge Plot Rags to Riches What I’ve Learned
  35. 35. Challenge Plot
  36. 36. Rags to Riches Plot
  37. 37. What I’ve Learned Plot
  38. 38. About 
 My Firm WHAT
  39. 39. About Me About 
 My Firm Whom I’ve Helped Founding Story Purpose Story Vision Story
  40. 40. Whom I’ve Helped WHAT
  41. 41. About Me About 
 My Firm Whom I’ve Helped Value of Design Building Challenges Trust Your Designer Timing
  42. 42. Agenda Why Lead with Story What 3 Stories To Tell How To Tell Your Stories
  43. 43. How to 
 tell your stories
  44. 44. How to write your stories HOW
  45. 45. About Me Story Development HOW
  46. 46. SETUP CONFLICT TURNING POINT OUTCOME 4 3 2 1 YOUR POINT 5
  47. 47. Start with the point. HOW
  48. 48. Point: why I do what I do Outcome: my new way Setup: me, KAA, work Conflict: fired Turning Point: pain
  49. 49. How to tell your stories HOW
  50. 50. Show Vulnerability HOW
  51. 51. It is Not Weakness HOW
  52. 52. Power of Going First HOW
  53. 53. Homework
  54. 54. Speak Human HOW
  55. 55. “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
  56. 56. Make It Sticky HOW
  57. 57. Energy & Passion HOW
  58. 58. Share Emotion HOW
  59. 59. 2 Ears 1 Mouth HOW
  60. 60. Be interested before interesting
  61. 61. Training Your Staff HOW
  62. 62. Where? HOW
  63. 63. 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
  64. 64. ?
  65. 65. Next Steps HOW
  66. 66. Share What You Learned HOW
  67. 67. Homework
  68. 68. Promote Yourself
 to CSO
  69. 69. Hunting for Stories
  70. 70. Homework
  71. 71. The New Tool
  72. 72. Conclusion
  73. 73. Why lead with story?
  74. 74. What three stories to tell?
  75. 75. How to 
 tell your stories?
  76. 76. 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
  77. 77. I Haven’t Always Been David Lecours
  78. 78. 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

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