Today, we have more technology in our pockets than the astronauts took with them to the moon. And yet, at a time when it should be easier than ever to connect and communicate, it’s harder than ever to stand out. Entrepreneurs vying for attention, job seekers struggling to make an impression, and leaders at every level can all benefit from the power of storytelling.
While storytelling is a universal tool, not everyone understands how to use it effectively. That’s where the University of Iowa — The Writing University — shines. With our longstanding reputation as a creative writing powerhouse, we offer unparalleled expertise in crafting compelling narratives.
At the Tippie College of Business, we’re proud to draw on this legacy through our Story Lab program, empowering students, entrepreneurs, and professionals to harness the power of stories in work and life.
What is Story Lab?
Story Lab is an innovative program at Tippie designed to help our students master the art and science of storytelling. It’s not just about telling a good story; it’s about learning how to adapt your story to your audience, medium and goals.
Story Lab starts at the beginning of the semester with a workshop where students learn key storytelling principles, such as structuring a narrative, creating emotional resonance, and delivering your story with confidence. We also lean into the University of Iowa’s rich literary tradition, drawing inspiration from the Iowa Writers’ Workshop and our reputation as a global hub in the art and science of crafting narratives.
These skills are then applied as students prepare a story for our end-of-semester story showcase each fall and spring at MERGE in downtown Iowa City. Story Lab serves as a springboard for story programming across the various business disciplines at Tippie.
Framing story for entrepreneurs
For entrepreneurs, stories offers a strategic advantage. Investors, customers and team members don’t just want to hear about a product or service. They want to feel inspired by the vision behind it. Consider the classic “elevator pitch.” It’s not just a concise summary. It’s your opportunity to tell a compelling story about why your idea matters.
Students in the John Pappajohn Entrepreneurial Center participate in Story Lab sessions where they learn Tippie’s Story-Framing approach. This teaches entrepreneurs to amplify their pitches with elements of stories in order to drive persuasive action.
Story-Framing allows students to frame their ventures with an entrepreneurial interpretation of the hero’s journey, tackling problems and ultimately delivering transformative solutions.
From the job interview to the C-suite
Whether you’re interviewing for a job or leading the team, your ability to tell a story can set you apart. In Story Lab, students are taught how to craft and share their unique story to stand out in a job interview setting. Stories can be used to highlight job seekers’ values, experiences, and potential contributions that will help differentiate them.
Our Iowa MBA course Leadership Communication & Story frames storytelling from a leadership perspective, providing templates for how leaders can use story to motivate and align their teams, articulating a vision that resonates on a personal level.
By sharing stories effectively, Tippie students can leave a lasting impression in the workplace and beyond.
Building a better future through storytelling
Today, we’re overwhelmed with information, disconnected, and, frankly, lonelier than we’ve ever been. Storytelling can help. Whether a student is charting a career path, building a startup, or a leader shaping the future of an organization, stories can help them connect, engage, and inspire.
At Tippie’s Story Lab, we’re proud to teach this transformative skill, helping next generation leaders unlock their potential and create meaningful connections at work and in life. Because at The Writing University, we know better than most: the right story can change everything.
Nick Westergaard is the director of Story Lab at the University of Iowa’s Tippie College of Business, where he also teaches.
