THE STORY LAB

RESOURCES, THOUGHTS, AND insights FOR  business owners who want to amplify the good they're already doing in this world

telling better brand stories, TOGETHER.

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Long before I was born, author Earnest Hemingway coined a philosophy on writing called The Iceberg Theory.  The idea behind his theory is that as a writer, you should know so much about your idea that you’ll actually need to use FEWER words to engage the reader.  He explains it here:  “If a writer of […]

Why your brand story needs a worldview (and how to find it)

Why your brand story needs a worldview (and how to find it)

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Tools

He lays his head on the pillow beside me and I make a silent mental note: Keep an early bedtime if you want to reserve an hour of magical conversation with your kids.  I throw my book on the floor and stare at him as he screams back at the invisible Frank Sinatra who sings […]

A journal entry on how story starts and ends

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Story

Have you ever noticed how an orange changes depending on how you eat it?   Peel it, and your mouth salivates in anticipation as you peel layer by layer – white pulp underneath your fingertips, stinging the small, indiscernible cuts burrowed beneath your fingernails. The entire room fills with the most intoxicating smell as tiny sprays […]

Oranges, Emmett Till, and Brand Story

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Story

I don’t know if haunted is the right word, but over the last year or so, I’ve been visited by a memory over and over again, and I can’t seem to let it go.  It’s as if it’s showing up, trying to teach me something, but I’m just not connecting the dots.  When I was […]

A scary woods and a magic mushroom

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Story