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Write to seek the truth. Sell stories that capture dreams, fulfill destinies and feed legends.

The greatest thing by far is to be a master of metaphor; it is the one thing that cannot be learnt from others; and it is also a sign of genius, since a good metaphor implies an intuitive perception of the similarity in the dissimilar - Aristotle



Write with an authentic voice.


Write one true sentence each day - Hemingway


Apply the five second rule that identifies moments that alter lifes trajectory.

Story Arcs

Across human civilisation there are common story arcs of the hero with a 1000 faces that retell the journey human experience of discovering purpose and meaning by overcoming obstacles.

  • Rags to Riches (rise)
  • Riches to Rags (fall)
  • Man in a Hole (fall then rise)
  • Icarus / Freytag's Pyramid (rise then fall)
  • Cinderella (rise then fall then rise)
  • Oedipus (fall then rise then fall)

Recognise the everyday hero.


Marketing is storytelling to a targeted audience with the aim of triggering action.

Selling stories that trigger emotions to capture imagination.