Storytelling for Leaders: How to Craft Stories That Matter
- 1x (Normal)
What's Your Story?0:49
Types of Stories4:02
Components of a Great Story5:03
Shape and Draft2:36
Putting It into Words1:34
About This Class
Stories are everywhere. As a leader, it’s up to you to communicate meaningfully about your work and your aspirations. Whether it’s for marketing materials, a client presentation, a unifying story to fire up your team, an investor pitch, or simply a story about you as a person — this 25-minute class with the founder of SYPartners, Keith Yamashita, will teach you how to craft a compelling story that matters to your audience.
Keith draws on years of experience helping Fortune 100 companies tell their brand stories, and has developed it into a structure that anyone can use and benefit from.
He walks you through the types of stories that leaders need to tell, the components of a great story, the archetypes involved, key methods for crafting and refining your story. You don't need any prior experience to take this class. But if you’ve ever been moved by a story — and we know you have — you’ll want to remember that feeling and search for it in the creation of your own.
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Keith founded, and currently serves as chairman of SYPartners. For the past two decades, Keith Yamashita has worked alongside CEOs and their leadership teams to define—and then attain—greatness for their institutions. He has worked with leaders at Apple, IBM, General Electric, Johnson & Johnson, eBay, Nike, and Gap, among others. He also serves on advisory boards, including the MIT Media Lab Advisory Board. And he often advises start-up companies and leaders of new ventures.
From 2009 to 2011, Keith served as The Charles and Ray Eames Brand Fellow at IBM—a post dedicated to driving IBM’s growth and greatness as an institution, and enabling IBMers to perform at their best. In that role, Keith worked side-by-side with leaders to formulate the company’s brand strategy and design, to deliver a year-long commemoration of IBM’s centennial around the globe, and to launch a shared agenda with the world about building a smarter planet.
Keith is an author and speaker on leadership, innovation, and design. He has published in the Harvard Business Review and several journals. Keith was an on-air commentator on CNBC on The Business of Innovation. He has lectured at the Yale School of Management, Stanford Business School, The Stanford Design School, and the Jack F. Welch Leadership Center. He holds an MA in organizational behavior and a BA in quantitative economics from Stanford University.