The Story System: Six Stories Every Business Needs

Most business owners and founders have a story problem they don’t know they have.

They can explain what they do. They can list their credentials. They can walk through their product. But none of it quite lands. Investors stay polite. Clients say “interesting” and go quiet. The team nods but doesn’t feel it.

The problem isn’t what you’re saying. It’s that you’re missing the foundation.

This free course introduces The Story System — a framework built from working directly with founders and business leaders across climate, technology, and professional services. It covers why story works (and why most business storytelling doesn’t), the six narrative types every business needs, and the deep version principle that separates stories that hold up under pressure from ones that fall apart the moment someone asks a real question.

By the end of this course, you will understand why your current stories may be falling short, what the six narrative types are and which ones you’re missing, and how to use the Story Audit to identify your highest-priority story work.

This course is the entry point to a complete system. It is free, intentionally short, and designed to give you a clear picture of where to focus next. The Story System is a four-part series. This free course is the map. Part 1: Build Your Origin Story is where the build begins, sixteen lectures, roughly two hours, and you leave with a finished origin story in three usable forms. Available now on Udemy.

What’s covered:

• Why story works: the neuroscience and psychology behind narrative belief
• The six business narratives and what each one does
• Deep version vs surface version: why most stories are built backwards
• A live before-and-after demonstration showing the method in action
• The Story Audit: a self-assessment to identify your gaps and priorities