Universal Principles of Storytelling for Designers

“Show me the method! Lyle Sandler’s Universal Principles of Storytelling is an immediately useful compendium for designers, storytellers, marketers, and anyone looking to ‘wow’ their audience. With 100 concise and actionable structures, this book is a must-read for every creative person.”

–Paul J. Zak, PhD, author of Immersion: The Science of the Extraordinary and the Source of Happiness “This exceptional book by Lyle Sandler draws on storytelling’s deep human roots, providing invaluable guidance for designers and marketers to create products and brands that deeply resonate. A masterful integration of design principles, storytelling techniques, and marketing strategies, Universal Principles of Storytelling for Designers is a must-have for anyone dedicated to creating compelling narratives and memorable user experiences.”

–William Lidwell, Kritina Holden, and Jill Butler, Authors of Universal Principles of Design “Today’s designers need to be more than craftspeople. They need to be gifted communicators, who understand their audience (bother their users, and their colleagues!) and inspire them to action. Lyle Sandler provides a rich smorgasbord of tools and techniques for designers to draw upon, condensed into easy morsels that designers will enjoy reading.”

–Ben Sheppard, Chair and Co-Founder, Design for Good

Lyle Sandler is an interdisciplinary designer, innovator, and anthropologist. He assists organizations, corporate leaders, and governments in designing products, services, and experiences that drive new forms of value in anticipation of future human needs. He is currently the Chief Design Officer at Aon Corporation, overseeing the design of products and services across all business units. Lyle is exploring innovative techniques that enable humans to efficiently interact with large volumes of data, including the creation of non-language, multi-sensory, progressive storytelling. He resides in Morganville, New Jersey, where he continues to inspire designers through his writing and teaching.