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Better Stories by Design: Crafting Narratives that Stick

  • NMC University Center Room 207 2200 Dendrinos Drive Traverse City, MI, 49684 United States (map)

Story is the basis of human connection. Nothing was ever designed that didn’t start with a story: a product, a society, a movement. And the best stories, the ones we tell over and over again, contain a basic structure that makes them “sticky” - they interrupt, surprise, convict and spur to action. Storytelling is an art, for sure - but like any other artistic endeavor, it takes a process and good work to begin developing stories. The goal is to create common landmarks around an issue or idea that help to influence behavior. The focus of our discussion will be as much about preparing the storyteller(s) as it will be about developing the components of the narrative.

Pack your lunch and join us for the first step in creating your best story! This session will include a presentation of Mark’s perspective and experience with storytelling: on the elements that make a good story, and a process for unlocking the stories that already exist within your culture. We will also work together in pairs to help create the basic structure of each other’s stories.

About the Instructor:

An experience and systems designer, Mark VanderKlipp has been working in human-centered design for over 30 years. His work helps clients understand all aspects of a given customer journey, empowering staff to deliver an experience that’s clear, relevant and human.

He previously spent 13 years as president of a world class environmental graphic design firm, where he was the lead strategist for diverse healthcare, higher education, civic, corporate, trails and tourism institutions throughout North America. Since July 2016, Mark has worked as a NorthSkyconsultant with Rotary Charities, a design resource to the Youth Homelessness Demonstration Project, and a strategic consultant to SEEDS, Groundwork and the Housing Partnership among other non-profit clients.