Seventy-five lessons, in the order they are built.

Each lesson opens here with its first passage. The full lesson, the worked example and the writing prompt open with your email, once, for the whole course. Start the course.

Part 1 · Why Story Works

1. 1.1Welcome, and what you will build
2. 1.2We are made of stories
3. 1.3Twenty-five centuries of evidence
4. 1.4The neuroscience: sensory simulation and neural coupling
5. 1.5The business case
6. 1.6Two kinds of story, one system
7. 1.7Why your story is not landing
8. 1.8The deep version principle
9. 1.9The before and the after
10. 2.1The Hero’s Journey as the structural foundation
11. 2.2The four-stage framework: Spark, Insight, Struggle, Commitment
12. 2.3The two tracks: established, and just starting
13. 2.4Exercise: write the deep version
14. 2.5Extracting the deployment versions
15. 2.6Where origin stories go wrong
16. 2.7What to do with this story

Part 2 · The Forward-Facing Pair

1. 1.1Welcome, and what you will build
2. 1.2One block, three tenses
3. 1.3A purpose statement is a conclusion
4. 1.4Aspiration versus destination
5. 1.5Clara, before and after
6. 2.1The four parts: Problem, Possibility, Action, Impact
7. 2.2Name the fight
8. 2.3Structures, not villains
9. 2.4Exercise: write the deep Purpose version
10. 2.5Extract and deploy the Purpose
11. 2.6Where purpose stories go wrong
12. 3.1The four parts: Reality, Future, Journey, Seal
13. 3.2One person, one moment
14. 3.3Exercise: write the deep Vision version
15. 3.4Extract and deploy the Vision
16. 3.5Where vision stories go wrong, and the payoff
17. 3.6The pair at work

Part 3 · The Marketing Pair

1. 1.1Welcome, and what you will build
2. 1.2Recognition before persuasion
3. 1.3The trap
4. 1.4Clara, before and after
5. 2.1The four parts, and the one rule
6. 2.2The worked example, beat by beat
7. 2.3Exercise: write the deep Customer version
8. 2.4Extract and deploy the Customer
9. 2.5Where customer stories go wrong
10. 3.1The four parts: Moment, Mechanism, Outcome, Transformation
11. 3.2The plain language test
12. 3.3Exercise: write the deep Product version
13. 3.4Extract and deploy the Product
14. 3.5Where product stories go wrong, and the payoff

Part 4 · Proof That Lands

1. 1.1Welcome, and what you will build
2. 1.2The most underused story in business
3. 1.3Evidence in the middle, meaning at the end
4. 1.4The Vision and Impact distinction
5. 1.5Clara, before and after
6. 2.1The four parts: Before, Change, Now, Meaning
7. 2.2The farm manager’s sentence: one line of evidence
8. 2.3The Impact Log: the evidence engine
9. 2.4Exercise: write the deep Impact version
10. 2.5Extract and deploy the Impact
11. 2.6Where impact stories go wrong
12. 2.7The six-story completion
13. 3.1Welcome, and the capstone brief
14. 3.2The Master Table
15. 3.3The three lengths
16. 3.4Clara’s system in six minutes
17. 4.1Deployment depends on your stage
18. 4.2The Context Bridge: why this story, why now
19. 4.3The investor pitch
20. 4.4The sales conversation
21. 4.5The website
22. 4.6Hiring, alignment, and partnership
23. 4.7Channel by channel
24. 4.8AI at deployment scale
25. 5.1Story drift and the quarterly review
26. 5.2The team dimension
27. 5.3The story you tell yourself
28. 5.4Capstone: the whole system, performed