Nancy Duarte: Use a persuasive story pattern

(uplifting music) - We came up with a really simple model in this next book. It's basically a story structure that overlays on top of any journey, we call it a Venture Scape. And as a leader, when you're actually driving people into the future, you need to walk 'em through the five stages of the Venture Scape. So it has a beginning, a middle, and an end structure, just like a great story. So at the beginning, it takes two stages. You have to dream, you have to cast, hey, this is where we're going. And then the people, your travelers need to leap. So the first two stages are dream, leap. The middle stages is the messy middle. This is the part of the story where it gets kind of ugly. Every story gets a little ugly and the protagonist has a hard time, and they endure and they're changed. Well, this ugly middle is the fight and climb phase. This is where, if you're trying to lead really incredibly large change, there's incredible amount of skirmishes, and you get caught up in the fog of…