Storytelling is essential to design work. From proposals to presentations, marketing to recruitment, a well-told story can communicate a firm’s values, capabilities, and aspirations in ways that are illuminating, compelling, and persuasive. In this session, participants will learn how to conduct and leverage interviews with technical experts to create narratives that are on-brand, client-centric, memorable, and shareable in many forms. Joel’s STAR/T Story Framework helps SMEs and marketers alike efficiently uncover the essential elements of a good narrative, resulting in better storytelling across a firm’s marketing and business-development ecosystem.

About the Speakers:

Joel Hoekstra, Writer and Strategist:

Joel Hoekstra is a content-strategy consultant and writer who helps design firms craft stories that win work. He has held several marketing-communications roles at several firms and worked with such nationally recognized firms as HGA, Perkins&Will, and LPA. A former journalist, he has written extensively about design and architecture for Metropolis, ENTER, This Old House, RIBA Journal, ARCHITECT, and other publications.

Listen to Joel on the PSM Show: https://psmshow.com/season-4-episode-3-tell-me-more-empathy-headlines-and-the-stories-firms-choose-feat-joel-hoekstra/

Connect with him on LinkedIn at https://www.linkedin.com/in/joelchoekstra/

Learn more about Joel at joelhoekstra.net.