I’ve spent over 15 years in startups, agencies, tech, and crypto. But the most important thing I ever learned didn’t come from any of that.
There is a truth that is hiding in plain sight: That the world is made up of stories.
Your career, your relationships, and even your sense of who you are. Nearly everything that we think is real is actually just a story.
Once I truly understood that, it changed my life.
So I went all in. I studied story structure and narrative obsessively, then turned it toward the one place I knew best: Business. Since then, I’ve helped founders of all kinds make their story conscious, own it, and use it to scale.
And I’m still amazed by how many brilliant businesspeople obsess over campaigns and tactics while their biggest problem is glaring right back at them: A lackluster story.
That’s why I love this work. I teach clients that story isn’t decoration, it’s strategy, and the leverage point that matters above everything else.
