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.

Documentary filmmaker Jim Lounsbury on location

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