Storytelling for Leaders: How to Craft Stories That Matter

Keith Yamashita, Founder, SYPartners

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8 Videos (21m)
    • Welcome

      1:36
    • What's Your Story?

      0:49
    • Types of Stories

      4:02
    • Components of a Great Story

      5:03
    • Archetypes

      4:12
    • Shape and Draft

      2:36
    • Putting It into Words

      1:34
    • Final Thoughts

      1:20

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.

1,140 of 1,156 students recommendSee All

Quite an eloquent way of breaking down the foundations of telling stories. Well done Keith. I look forward to seeing more lessons from you in the future.
Rob Carli

Visual Problem Solver

Very good class and very helpful in creating a story for a brand in a systematic way. Love it and Keith is a great teacher in my opinion. He keeps it simple, yet interesting.
Brilliantly presented lecture. Inspiring

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Keith Yamashita

Founder, SYPartners

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.

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