Strategic Story Producer at IMPACT Story Studio | Turning complex strategies into stories that drive action | Executive comms & workshops
Berlin, Germany
Joined November 2018
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Every great strategy follows the three-act structure:
Act 1: Where are we now? (Reality)
Act 2: What changes everything? (Disruption)
Act 3: Where does this take us? (Destination)
Don't overcomplicate it.
Simple beats complex every time. 📈 🎭 💡
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Improv taught me an important lesson about business meetings:
Framing is everything.
Too broad? Can't think of anything.
Too narrow? Can't think of anything.
Just right? Magic happens. ✨
The perfect frame makes creativity flow in conversations, just like on stage.
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The 4 audience types that shape your communication strategy:
• Friendly: Will take action for you 🚀
• Adversarial: Will actively oppose you ⚔️
• Apathetic: Needs a reason to care 💤
• Uneducated: Needs context first 📚
Match your goals to your audience.
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Have you ever been dumped by text? 📱
Then you know that communication channel selection should match:
• Content complexity
• Time sensitivity
• Audience needs
• Feedback requirements
The right medium makes all the difference. 🔄
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Your audience is silently asking 3 questions about your strategy:
• "Does this person understand me?"
• "Can they actually help me?"
• "What happens next?"
Without answers to all three, genuine buy-in is impossible. 💼⏱️
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The secret to answering questions convincingly:
Philosophy → Story → Philosophy
• State your opinion clearly
• Share a relevant example
• Reinforce your initial point
This framework makes your answers concise, tangible and persuasive—especially when put on the spot. 🧠💬
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The executive comms balancing act:
Big vision statements:
✓ Inspire direction
✓ Create emotional buy-in
✓ Set ambitious targets
Must be paired with:
✓ Tangible next steps
✓ Immediate actions
✓ Small, visible wins
Leaders who master both drive transformation. 🔄 🎯 💼
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Week 1 of @WHOOP free trial. Collecting data, but curious:
• What decisions has it helped you make?
• Key metrics worth tracking?
• How long until you saw changes? 🤔
Beyond just numbers, what's the real value? ✨
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3-questions for better decisions:
(From a pro poker player)
• What am I trying to win?
• What will it cost me?
• Is it worth it?
"The result is always the quality of your decision plus chance."
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Conflict isn't the enemy of progress.
The real enemy is the cult of "yes" where ideas go unchallenged.
But conflict only works with:
• Genuine listening
• Creative thinking
• Mutual respect
• Shared goals
That's how you get solutions greater than the sum of their parts.
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Cal Newport built his career on naming what we feel but couldn't articulate:
"Deep Work" 📚
"Digital Minimalism" 📵
"Deep Life" 🌱
Naming complexity doesn't dumb it down—it makes it accessible.
The first step to mastery? Precise language. 🧠
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Complexity → Inaction
Black-and-white thinking → Action
People who see nuance often struggle to ACT and people with simplistic views tend to DO things.
That's why extreme ideas often win.
The solution? Not either/or but both:
Deep thinking + small, consistent steps forward.
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My meetings were awkward until I discovered this simple trick 👇
Begin by clarifying:
The TOPIC we're discussing
The PURPOSE of our time
Our 3 OBJECTIVES
The PROCESS we'll follow
Ask for PERMISSION to proceed
Result? Everyone stays engaged and we finish on time. Always. ✨
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Talk strategy like a journey. 🚀
•The story is where you’re headed.
•The narrative is why you’re going.
•The storyline is the possible routes.
•The anecdotes are the key moments along the way.
Communicate this way, and your team will stay motivated for the trip.”
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Small, sustained action. Tiny experiments.
Done consistently over a long time.
Can't think of a better cheat code for life.
Want to avoid failure? Take small bets.
If a tiny risk doesn’t work, it’s not failure—it’s just data. But if you go all in on an untested idea, the stakes are much higher.
Test, learn, adjust. That’s how progress happens.
What’s a small bet you’ve taken?
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We don’t tell stories to capture reality—we build them to answer questions.
They're a model. Not a mirror.
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The most common mistake I see leaders make?
Telling the wrong story.
They give their investor pitch to their team, or their team story to their customers.
What’s compelling to one audience might not be to another. 🎯”
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Stories need a firm foundation of clarity.
Nicely put @RobbieCrab
Great communicators make the message clear. Then they make it emotional. Then they make it musical.
It’s a 3 step process of refinement.
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Systems are by their nature incomplete (and usually a bit wrong)
This includes language.
No matter how precise you try to be with your description, there’s no replacement for experience.
"You can read all the theory in the world, but when you experience it, it gives you a different way of understanding. And that's what I'm saying. Just like seeing red for the first time. You can hear all about red, but when you see it you're like, whoa, wait, there's something there that's more. The theory, the words aren't sufficient to express all of the content."
— L. A. Paul
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