The Story of Dara Douglas - Stories, Humanity, and the Courage to Learn

In this episode of Creative Leaders Unplugged, Morgan Duta and Arne van Oosterom speak with Dara Douglas, who leads the Co-Design Lab at PwC in the UK. Dara describes her work as a kind of corporate therapy, helping senior leaders align, make decisions, and connect beyond their roles. Listening to her, it’s clear this comes from somewhere deeper: growing up as one of nine siblings, learning early how to mediate, listen, and bring people together.

What stands out most is her view on stories. Dara reminds us that stories are not just how we communicate, they’re how we connect, learn, and reframe the world around us. Science shows that when we listen to stories, our brains sync with the storyteller’s; we literally align. It’s what makes empathy possible. In a time when technology is everywhere, she believes real lived experiences and authentic stories are what separate us from machines.

We also spoke about learning, creativity, and the importance of making the process enjoyable. Dara told us how she’s learning piano with her father—not for perfection, but for the joy of learning together. It’s a reminder that growth happens when we slow down, make space for curiosity, and find meaning in the process, not just the outcome.

Finally, we explored bravery in conversation, especially in today’s polarized world. Dara shared her approach to diversity and inclusion: be curious, be forgiving, be brave. These simple principles open the door to understanding perspectives that challenge our own, and they’re just as vital in design, leadership, and everyday life.

If there’s one thread through all of this, it’s that creativity and empathy begin with stories, our own and those of others. As Dara puts it, “We can’t always change what happened, but we can change the story we tell about it.”