Your story is your strategy. Don’t wing it.

Narrative is power. It’s how you shape perception. It’s how you win hearts and minds, and it’s how you lead.

The most effective CEOs don’t just run companies – they communicate why their company exists, what it stands for and where it’s going. They do it clearly, consistently, and with conviction. That’s the art of narrative. And in media training, it’s where we always begin.

Why Narrative Matters


A strong CEO narrative does three critical things:

1. It builds trust.

People don’t trust silence. And they don’t trust spin. But a clear, authentic story? That builds connection. Stakeholders – whether they’re investors, employees, customers or media – want to believe in something. Your narrative gives them a reason to believe in you.

2. It makes you memorable.

Data and detail are necessary. But they’re not sticky. Story is. A compelling narrative can carry complexity in a way that’s human and relatable. It gives context to numbers. It gives clarity to strategy.

3. It gives you control.
In a crisis or a high-stakes media moment, your story becomes your safety net. When you’ve built a strong narrative, you can pivot back to it. You can take control of the conversation – without sounding rehearsed.

What Makes a Narrative “Compelling”?


A compelling CEO narrative is not a history lesson. It’s not a mission statement. It’s not a PR spin.

It’s a throughline. A single, powerful message that ties together:

• The origin of your business
• The values that drive it
• The vision for where it's going
• And the role you play in that journey

It’s delivered in your voice, with your presence, and adapted for every medium from the stage to the screen to the soundbite.

If it doesn’t sound like you, it won’t land. If it sounds like marketing copy, it’ll fall flat. If it sounds like the truth, people will listen.

Common Pitfalls to Avoid

Too vague. “We’re changing the world” is not a narrative. It's a bumper sticker.
Too technical. Jargon kills connection. No one is inspired by your latest process upgrade.
Too rehearsed. Memorised lines feel false. A narrative must be lived, not just delivered.
Too reactive. If you’re making it up during an interview, you’ve already lost control.

What Media Training Can Do

The Comms Gurus don’t write the story for you – we extract it from you.

We work with CEOs to uncover the real narrative that sits beneath the corporate noise. Then we pressure-test it: Can you deliver it under scrutiny? Can you say it in 10 seconds and in 10 minutes? Does it land across media formats and stakeholder groups?

We simulate real-world scenarios. We fine-tune your delivery and we make sure your story is not just compelling – but bulletproof.

Your story is your strategy. Learn how to tell it – get in touch.