Editor’s Note: Wish you had a clear explanation of how decision-making in the built environment has changed? After six months of intensive research, ThinkLab has the answers — and its data can help you reframe your approach to win more projects. ThinkLab spent six months immersed in its 2024 Hackathon, engaging directly with end users across sectors including corporate, healthcare, hospitality, education and real estate development to understand what has shifted over the past five years, and what shifts are here to stay. It is releasing its findings throughout Season 6 of its podcast, “Design Nerds Anonymous.” They’ll be sharing abbreviated highlights here, exclusively for officeinsight readers. Next up is Episode 3 titled “Managing Up: Today’s Crucial Skill You Weren’t Taught” where we hear directly from key end user decision makers on what makes their projects challenging today.
The Big Idea: Make the Audience the Hero
Want to know what the MOST DISCUSSED challenge was at ThinkLab’s live research events? Managing up. This means if you can improve your communication and storytelling you can better enable them to position your brand to their leaders on your behalf.
In this latest episode, ThinkLab’s Amanda Schneider sits down with J.J. Peterson, chief of staff at StoryBrand, to explore how marketing storytelling principles can transform the way we lead, collaborate and influence in our project process. Peterson introduces a game-changing concept: great communication begins by positioning your audience — not yourself — as the hero of the story. Whether you’re presenting to senior executives, leading a project team, selling a product or service or even just crafting a critical email, reframing your message around your audience’s goals and challenges will ensure it resonates.
“Your audience’s brain is constantly asking, ‘Does this help me survive or thrive?’ If the answer isn’t clear, they’ll tune out,” said Peterson.
This principle, grounded in StoryBrand’s seven-part framework, applies not only to marketing but also to every interaction where influence is key.
The Framework in Action
Here’s how to use StoryBrand’s storytelling principles to communicate more effectively in your projects:
Start with the Problem. Begin by naming the challenge your audience is facing. This hooks their attention and positions you as someone who understands their pain points. Example: “We’ve all struggled with missed deadlines and endless email chains. It’s costing us valuable time and creativity.”
Position Yourself as the Guide. Use empathy and authority to build trust. Share relatable experiences that show you understand their situation and back it up with evidence-based success. “I’ve been there, too. But I’ve seen teams solve this by streamlining communication and creating clearer workflows.”
Present a Clear Plan. Offer a simple, actionable roadmap. Peterson emphasizes the rule of threes — breaking plans into three digestible steps to avoid overwhelming your audience. “Here’s how we’ll tackle this: First, we’ll consolidate our tools. Next, we’ll establish regular check-ins. Finally, we’ll track progress with real-time updates.”
Define the Stakes. Highlight what’s at stake if action is taken — or not. What are the potential wins or losses for your audience? “If we align now, we can meet our deadlines and reduce stress. If not, we risk delays and wasted resources.”
End with a Call to Action. Make the next steps explicit. Ambiguity is the enemy of action. “Let’s commit to this plan starting Monday. I’ll follow up with the first steps by tomorrow.”
Why It Works
Storytelling isn’t just a way to engage — it’s a proven tool to simplify complex ideas and motivate action. By structuring your communication with your audience’s needs in mind, you’ll cut through the noise of competing priorities and conflicting agendas. “When you’re the guide helping others succeed, everyone wins,” said Peterson.
Want to craft your own story-driven communications? Peterson suggests starting with StoryBrand’s free brand script tool to organize your talking points. Once you have a clear narrative, tools like AI can further refine your message, creating everything from email drafts to social media posts.
If this interests you, dive deeper into these findings by listening to episode 3 of season 6 of Design Nerds Anonymous, “Managing Up: Today’s Crucial Skill You Weren’t Taught.” And if you would like to be included in ThinkLab’s next research study, join ThinkLab’s research community to share your perspective and help shape future insights. Sign up here to contribute your expertise and stay connected.