My method
How I build a story
It is the method I teach in my classes and the one I use when I write. Six steps, always in this order. The most important part happens before anything is designed.
- 01
Listen to the person
Companies do not listen to stories; people do. First I learn who will hear this, what they live and what hurts.
- 02
Find the tension
What they face every day and what happens if nothing changes. Where there is pain, a story begins.
- 03
Data, meaning, proof
Every number is translated into the other person's life and proven with a true micro-story. No proof, no data.
- 04
Tell it
Tension, conflict and resolution. I read it out loud: if it sounds like a spec sheet, it is not a story yet.
- 05
The second journey
The real test: can it be told in one minute? Does it survive without me? Can the other person defend it before their committee?
- 06
Design comes last
With the story tested, and only then, come the slides, the piece or the video.
A story makes two journeys
The first one is with me, in the room. The second one is without me: when the person who heard it repeats it to their boss, their committee or their family. A story is well made when it survives the second journey.
Twenty years turning data into lives people remember.
Journalism, strategy and territoryShall we talk?
Tell me what you need, when and for whom. It goes straight to my inbox and I answer personally.
Write to meOther ways to work with me
Talks
Storytelling, public communication, cultural change and artificial intelligence, for auditoriums and classrooms.
↗ SeeConsulting
The concept that organizes a project and the strategy to tell it.
↗ SeeWriting
Columns, speeches, content delivered to your door and editing of AI-written text.
↗ SeeArticles
Columns, essays and chronicles under my name.
↗ See