Storytelling for Leaders: How to Craft Stories That Matter
Keith Yamashita, Founder, SYPartners
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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
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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.
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