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Design is clarity.

Whether it’s a visual, a system, or a message,
I make things that make sense.

Helping Leadership Discover
the Power
of Story

GrowYourBase (GYB)

PROJECT

As GYB scaled rapidly, its leadership team needed a shared language to define who they were and what they stood for. I introduced storytelling as a core strategy for alignment, a way to unify internal culture, product positioning, and external messaging. Through a The Griot Project, I led the organization through a cultural shift: one where story became the connective tissue between vision, communication, and action.

After gaining buy-in from senior leadership, I led the creative sessions that shaped the company’s official narrative, capturing its origin, mission, beliefs, and future direction. I then guided department heads and key communicators in how to adopt and express the narrative consistently, ensuring that every part of the organization was telling the same story in its own authentic voice.

Role

Executive Coach, Narrative Strategist, Story Development Lead

Challenge

GYB’s fast-moving growth had outpaced its internal cohesion. Each department had its own version of the company’s story, leading to fragmented messaging, diluted culture, and unclear product positioning. The challenge wasn’t just to write a story, it was to reshape how leadership thought about communication itself, align their perspectives, and then build a narrative system that could scale across teams and evolve with the company.

Solution

I designed and facilitated a phased initiative that began with executive coaching and alignment sessions, introducing storytelling as a leadership and strategy function. Drawing from the griot tradition—oral historians who preserve collective memory—I positioned story as the throughline that connects culture, vision, and action.

Once leadership was aligned, I led a series of creative workshops to co-develop the company’s central narrative. We crafted a structured, resonant story that captured the company’s evolution and purpose—designed to be used for internal onboarding, product positioning, external messaging, and investor conversations. I then worked cross-functionally to ensure the narrative was internalized, adapted by each team, and expressed with consistency and clarity.

Impact

The Griot Project transformed storytelling from a vague idea into a powerful strategic asset. It created alignment at the highest levels of leadership, unified teams across departments, and gave GYB a clear, purpose-driven narrative to anchor its growth. Today, the story we developed informs everything from hiring and culture to marketing and partnerships. It’s not just something the company tells—it’s something they live.

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