Content & Storytelling

Finding the story that cuts through — and telling it in ways that resonate with the people who matter.

The Situation

Most organisations have no shortage of content. What they struggle with is content that actually connects.

When communications become a production line of updates, announcements and corporate messaging, audiences switch off. Not because they don't care — but because nothing is giving them a reason to pay attention. The organisations that communicate best aren't necessarily producing more. They're producing things worth paying attention to.

The difference is almost always the same thing: a clear point of view. If you're not sure what you're trying to say, no amount of polished writing will fix that.

What I Know From Experience

In my latter years at Avanade my role was less about writing and more about narrative direction — knowing what the story should be, shaping how it was told, and ensuring the content coming out of the team was genuinely worth reading. That meant reviewing, editing and challenging work until it was right, and giving writers and communicators a clear creative framework to work within.

Good content starts with clarity of thought. The writing is the easy part. Getting to the story — the real story, not the safe version — is where the work happens.

You can see how I approach storytelling in my Insights section, where I write about communications, change and organisational behaviour in ways I hope feel a little different from the usual.

How I Can Help

• Developing the editorial strategy and narrative framework that gives your content a clear, consistent point of view 

• Developing the narrative and strategic messaging that gives all your content a clear point of view

• Providing editorial direction and content review that raises the bar across the team

• Creating leadership and executive content that sounds like a person, not a press release

• Building thought leadership that positions your business credibly in the right conversations

• Supporting presentations, keynotes and speeches that land with the audiences that matter

If this sounds like where you are, I'd love to have a conversation. Get in touch.

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