Yours to Tell

Welcome to the Age of Strategic Storytelling.




Once upon a time…

there were institutions, ideals, individuals, structures, and rules that governed our societies and told us how to be, what to believe in, what to do, what to wear, what to eat, how to love, in short, how to live.

  • Culture

  • Community

  • Traditions

  • Family

  • Rituals

  • Faith

  • Environment

  • Work


For generations and generations, they provided predictability, stability, meaning, direction, continuity, and connection.

We relied on them as the scaffolding that supported our individual and collective stories…

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These days, they’ve all but disappeared,…

RELIGION IS IN RAPID DECLINE: 43% of Americans under 45 don’t identify with any religion.

OUR CLIMATE IS CHANGING FASTER THAN EVER: the rate of Antarctic Ice Loss has tripled in the last decade.

OUR PUBLIC INSTITUTIONS ARE UNSTABLE: Trust in the government remains near historic lows—just 17% of Americans trust the government to do the right thing.

FAMILIES STRUCTURES ARE CHANGING: Since 1960, the number of children raised in single parent households has grown from 9 to 23%.

MARRIAGE IS LESS COMMON: In 1960, 72% of American adults were married. Today, that number is close to 54%.

JOB SECURITY IS A THING OF THE PAST: Americans stay at their current jobs for just over 4 years. By 2020, 50% of the workforce will be independent contractors.

PUBLIC RITUAL & TRADITIONS ARE ALMOST OBSOLETE: Communal singing (which triggers the production of serotonin and oxytocin, the bonding hormone, and even synchronises our heart beats) has all but vanished from American public life.  

EVEN MUNDANE HABITS ARE ERODING: Almost 75% of Americans grew up eating dinner at a kitchen table. Today, 30% have moved dinner to the couch and 17% to the bedroom.


…and seemingly all of a sudden, we’ve been left adrift in the vacuum they left behind.


Forging ahead with strategic storytelling.

Today, individuals and consumers alike must find new sources of meaning, new forms of connection, and new ways to shape the narratives that define us.



of the American workforce will be independent contractors by 2020. Communicating our stories clearly and confidently will be crucial for those who want to stand out in the market.


of consumers want companies to stand up for the issues they are passionate about.* Authentic brand stories are key tools for connecting with customers.


Psychologists at Northwestern University determine that people who reframe adversity into meaningful stories enjoy higher levels of well-being and success.*


Harvard psychologist Howard Gardner has called storytelling the leader’s “single most powerful weapon.”*

Bottom line?

It’s up to you take the reins.

Owning and authoring your own story is no longer optional.


Those who don’t take ownership of their stories are lost at sea.


“Those who do not have power over the story that dominates their lives, the power to retell it, rethink it, deconstruct it, joke about it, and change it as times change, truly are powerless.”



When you don’t master your story, your story masters you.



In the past, we could rely on the predictablility, stability, and meaning that society provided. Our stories were often mapped out for us by others. They were characterized by:

  • Reliance on other people and institutions

  • Lack of flexibility

  • Lack of alignment with personal values and goals

  • Oppression

  • Passivity



Those who cling to the way things were and fail to take ownership of their stories experience great anxiety, chaos, and confusion. Their stories are characterized by:

  • Isolation

  • Option paralysis

  • Decision fatigue

  • Existential Angst

  • Turning to extreme lifestyles, beliefs, or behavior to find meaning.



Those who master their stories are equipped with powerful tools to navigate their lives, their work, and the world around them with agency:

  • Confidence

  • Choice

  • Consciousness

  • Creativity

  • Agency

  • Self-reliance

  • Freedom

  • Independence

  • Intention

  • Leadership

  • Reslience

  • Clarity

Theirs is a world of opportunity, growth, and transformation.

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Your story steers you where you want to go.

It sets the stage with three key conditions that support your growth.



Stories combine logic with emotion and give us reasons to take action. By locating yourself inside a meaningful story, you can connect to a compelling sense of purpose that highlights your strengths, steers you toward satisfaction, and sets the stage for success.


Stories help us make sense of chaos, remember key concepts, engage emotionally, and find common ground with others. A compelling narrative empowers you to orient yourself when you’re overwhelmed, forge authentic connections, and make intentional choices at every turn.


Your story steers you toward what happens next. It keeps you focused on your destination, gauge how far you’ve come, determine how far you still want to go. It helps you imagine the future, course correct when necessary, and it keeps you moving forward toward your goals.


  “We think we tell stories, but stories often tell us, tell us to love or hate, to see or be seen. Often, too often, stories saddle us, ride us, whip us onward, tell us what to do, and we do it without questioning. The task of learning to be free requires learning to hear them, to question them, to pause and hear silence, to name them, and then become a story-teller.”


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No matter who you are, you have a story to tell—

with the meals you cook and the songs you sing, the services you offer and the lessons you teach, the people you move and those you inspire, the ideas you share and the things you create.

Let’s tell it together.