Notes on stories that travel

The Storification journal.

Ideas, observations and practical ways to make the stories around your work easier to understand, remember and pass on.

A handwritten 'we believe' line in a notebook

24 October 2026 · 8 min read

Brand Purpose Isn't a Slogan: How Worldview Turns Customers into Believers

Brand purpose is the belief your business exists to act on. Here's what it is, how it differs from mission and values, real examples, and a simple way to write yours.

WorldviewBrand

Documentary filmmaker Jim Lounsbury on location

Business storytelling

22 October 2026 · 8 min read

Storytelling for business: a founder's guide to telling stories that sell

Storytelling for business, explained by a documentary filmmaker: what it is, why it works, and a five-step method founders can use this week.

Business storytellingFounders

The Storification framework: Origin, Worldview, Invitation, Participation, Amplification

Business storytelling

22 October 2026 · 9 min read

The Storification framework: five steps to a story people pass on

A five-step storytelling framework for business, from documentary filmmaker Jim Lounsbury: Origin, Worldview, Invitation, Participation, Amplification.

FrameworkBusiness storytelling

Brand story

21 October 2026 · 10 min read

Brand storytelling: the complete guide (with examples)

What brand storytelling is, how it differs from storytelling in marketing, real examples from Patagonia to Xero, and how to measure if your story works.

Brand storytellingExamples