Telling the Story

Telling the Story: Connecting the Designer to the Client

Randall N. Bartlett, IDSA | Auburn University


The magic of storytelling occurs when participants tell and listen to each other's stories,
engaging the hearts and minds of their colleagues. It is a great way to begin a business
gathering, involving everyone in the room. Ideas cross-pollinate and rapport increases. The
entire meeting comes to life in a way that naturally and predictably focuses the audience's
collective enthusiasm on the business at hand through the participant’s sharing their personal
stories. Thus storytelling establishes links between participants and sets the stage for high

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