–MCKEE’S BUSINESS SEMINAR–
SESSION ONE. STORY AND THE EFFECTIVE EXECUTIVE:
A. LEADERSHIP BY EMOTIONAL PERSUASION.
B. LEADERSHIP BY INTELLECTUAL PERSUASION.
C. LEADERSHIP AND THE PURPOSE-TOLD STORY: THE MERGER OF INTELLECTUAL AND EMOTIONAL PERSUASION.
To begin the day, McKee examines three primary tactics that underlie all human communication, persuasion and leadership from face-to-face conversations to mass marketing campaigns. He lays out the hidden strategies behind each technique to reveal why the simplicity of story trumps the others.
SESSION TWO. SHAPING STORY: DESIGN AND EXECUTION.
A. BEGINNING: THE INCITING INCIDENT.
B. MIDDLE: PROGRESSIVE COMPLICATIONS.
C. END: CRISIS AND CLIMAX.
During the second session, McKee takes an in-depth look at the dynamic inner life of the purpose-told story. He takes the seminar behind the commonplace concepts of Beginning, Middle, and End, to explore story’s essential components: Dynamic Values, Objects of Desire, Forces of Antagonism, Turning Points, Crisis, Climax and the Positive Outcome.
SESSION THREE. EXECUTING THE PURPOSE-TOLD STORY:
A. FACE-TO-FACE STORYTELLING: CONVERSATION VERSUS PRESENTATION.
B. STORYTELLING AT A DISTANCE: MARKETING VERSUS BRANDING.
In the third session, McKee looks at performance. Whether an executive tells story in an elevator or over lunch, via Skype or in a board meeting, to sell a product or to position the corporation, face-to-face or on the internet, storytelling is always a performance. The successful telling combines preparation and improvisation.
SESSION FOUR. PRACTICUM: THE PRINCIPLES OF THE PURPOSE-TOLD STORY IN ACTION.
In the final session, McKee will create hypothetical business stories to be told in typical business settings: a private management/employee conversation, a formal presentation to investors, or an international branding or product marketing campaign. Using these hypotheticals, McKee will coach volunteer teams from the seminar as they put their storytelling skills to the test.