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McCombs School of Business

Storytelling to Deepen Understanding & Create Impact

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About the course

The key to great design is building empathy, including gaining an understanding the deeper motivations of your customers.

Teams build this empathy most effectively when they can dig into the stories of the people for whom they are designing, and elicit the richness of people’s experiences. This class will focus on building the expertise, tools, and methodologies needed to help your customers and constituents share their stories in ways that create a strong understanding of your design challenges. You will also learn to utilize storytelling as an effective way to create more impact in your organization by producing more powerful and persuasive messages.

Design Thinking

Infusing a human-centered design approach propels organizations to become better and more consistent at creating and implementing innovative ideas.

Two-day Concentrated Program

Registration begins at 8:00 a.m. and class runs 8:30 – 4:30 both days with a one-hour networking lunch included.

Austin, Texas

Enjoy proximity to the vibrancy of the campus and downtown Austin, and the innovative, business-friendly environment of the city.

Benefits

  • Learn the key opportunities and methods for building more empathy (within external customers or internal constituents) to drive the innovation design process
  • Build a practice of creating narratives and stories to communicate richer and more powerful messages

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