Using Stories to Ignite Change with Patti Sanchez

patti sanchez on brand

Stories can be powerful tools for moving people and building brands. This isn’t as easy as it sounds though. Storytelling is both an art and a science. We unpacked all of this and more on this week’s episode of the On Brand podcast with Patti Sanchez, Chief Strategy Officer at Duarte.

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About Patti Sanchez

Patti Sanchez, Duarte’s Chief Strategy Officer, creates IP and counsels clients to create authentic connections with their audiences through persuasive presentations and story-based communications. She is the co-author, along with Nancy Duarte, of the award-winning book, Illuminate: Ignite Change Through Speeches, Stories, Ceremonies, and Symbols. Patti leads an expert team of communication consultants and creative writers who help clients move their audiences in one powerful moment or in a movement over time.

Applying insights from more than 25 years of communication experience, Patti helps leaders and persuaders understand the inner workings of the human mind and heart and then use that knowledge to craft engaging narratives that cut through the clutter and resonate on a deep level. Patti packages her expertise into inspiring and educational keynotes for executives, entrepreneurs, and marketing and communication professionals on how they can lead movements, use storytelling as a strategic tool, and harness the power of presentations as a persuasive communication platform.

She has delivered highly rated presentations at conferences and events including Khosla Ventures CEO Summit, The CEO Alliance, Vital Speeches CEO Communications Summit and Leadership Communication Days, IABC World Conference, HBR, Marketing Profs, Salesforce ExactTarget Connections, Invent Your Future, WATT, CASRO, and Presentation Summit. Patti also delivers custom keynotes, addressing corporations such as Facebook and Google as well as higher-education institutions such as Stanford and Rice University. Her work has been honored by IABC, BMA, Vital Speeches of the Day, and Axiom.

Episode Highlights

Co-author connections. This may be the first episode of the On Brand podcast where both co-authors were interviewed separately! I chatted with Patti’s Illuminate co-author, Nancy Duarte, earlier in 2017.

The inciting incident. How did Illuminate come to be? “We noticed a changing nature of the questions coming from our clients. More and more were saying, ‘We want to use the power of stories.’”

The Duarte storytelling methodology. “It follows the hero’s journey — the 3 part story where we meet the hero, something happens, and the hero is changed.” We can use this archetype in moving ideas internally and building brands externally.

What brand has made Patti smile recently? MINI! Talk about a brand full of smiles. Every part of the MINI experience has Patti grinning from ear to ear.

To learn more, go to and follow Patti on Twitter and LinkedIn.

As We Wrap …

Before we go, I want to flip the microphone around to our community …
Steve Hutt gave us a shout on Twitter for several of our recent episodes. Thanks for listening!

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