storyFORMing is a design framework offering a new way to craft credible, compelling stories. It’s proven useful to solopreneurs, startups, and mavericks. In addition, it seems like storyFORMing appeals to people leading complex change within vast organisations.

Does this sound like you?

"I need a new brand"

"I need a new brand"

Wherever you are in your branding process -- defining a brief, searching for a new name, determinin key messages, preparing to launch -- story design adds value. It brings clarity and confidences.

"I want to launch my own thing"

"I want to launch my own thing"

Ready to break free from employment, but not sure how to define what you'll offer and why anyone else will care? Use story design to explore and take confident decisions about your future.

"Our beta is out there: now what?"

"Our beta is out there: now what?"

If the world is interacting with your product or service, story design can help you gather insights about people's responses that you can use to refine your offering or tell the world.

"I must make a dent in the world"

"I must make a dent in the world"

Story design blends into courage coaching. Worried your purpose is too grand? Concerned the crusading voice rings false? Learn to raise the ceiling of possibility so there’s room aplenty for your over-sized, brave-hearted vision.

How does storyFORMing work?

storyFORMing provides a framework for conversations propelled by questions.

Answering the right set of questions creates clarity while also energising people.

First of all, we think better when we’re replying to questions in a supportive environment.

Then, thanks to clarity, our confidence grows when we know how to respond when people ask: “what do you do? why should anyone care?”

Most of all, when you have answers at the ready, drawing people into the heart of your commercial story becomes far easier. Moreover, teams rally more easily around a shared understanding, while also focusing on opportunities to learn more or collaborative better.

When do I use storyFORMing?

storyFORMing is a tool you can apply at any stage of your project, product or business.

  • Early on

    storyFORMing works at the planning stage to sketch or elaborate an idea.

  • Throughout the life cycle

    To document successes, profile meaningful partnerships and celebrate the contributions of stakeholders

  • At project close

    To elicit and explain meaningful impact

  • For archiving

    Leaving your archive solely within the memories of participants deprives your organisation of opportunities to learn from experience and capitalise on past success.

  • Defining yourself

    Helping you articulate who you are, what you bring to the world and what you stand for


Hence, applied across an idea’s lifecycle, storyFORMing becomes a lens. It serves as a way of looking at the world and how to create value for others. You can use storyFORMing to look at purpose, impact, new opportunities and unintended consequences.

What people say about storyFORMing

Scott Cooper

Head of Marketing Innovation / Sandpit Lab

storyFORMing is a great tool, empowering a meaningful, contextual exploration and articulation of your organisation's purpose and processes

Damian Hughes

Best-selling business author, formerly HR Director Unilever

Kate’s work is genuinely innovative, unique and thought provoking. Whatever your industry, Kate’s storytelling ability contains a wealth of knowledge.

Ned Kumar

Strategist / FedEx

I consider Kate to be an outstanding creative thinker and her style of commercial storytelling is highly impactful in any setting.

Camille Duran

Founder / Green Exchange

“Strategic thinking is key to our approach. We see storyFORMing as an approach to have with you at all times!

Gwen DeLoux

Qualitative Researcher / GD Research

Kate is an inspirational game changer. Her 360 degree approach walks you through the definition of a new innovation very thoroughly. including the all-important step, landscape mapping.

“How do I do storyFORMing?”

You can learn the framework through my workshops, 1:1 and team coaching.

I notice people tend to switch off part of themselves when facing a laptop, therefore I’ve created a storyFORMing card deck. The deck brings 100+ questions direct into your hands. It invites you to bring your imagination into your work.

Ways we can work together



I unearth stories from your team, and craft a core commercial story and useful stories you can use in conversations, marketing materials, reports and formal events.



I serve as a thinking partner, a critical friend and supportive coach so you can define what you want to offer and how you want to express it.



A blend of facilitated group work, tactical advice and ongoing coaching to help you define, develop and sustain a core commercial story and a foster culture of conversations and storytelling within your organisation.

Keen to get started?

Email me

Not sure which route suits?

Consider the options

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The storyFORMing origin story explains my “why” so I won’t answer that here. Instead, I’d like to share how storyFORMing has developed.

I began storyFORMing in 2012 as a project of Throughline, the boutique consultancy I founded in 2007 to help knowledge-rich businesses tell more stories and have deeper, more constructive conversations. (This mission inevitably pulled me into the corporate innovation arena.)

I gave the first storyFORMing talk in June 2012 at the Innovation, Creativity and Leadership Day at City University (#ICL2012).  The next month, storyFORMing featured in my closing keynote to an audience of 500+ at Shoppers Insights 2012 in Chicago. For four years running, my peers voted me a Top 40 Innovation Blogger for my articles on storytelling, creativity and innovation.

As a gift, Owen Turner, United by Design, designed the first storyFORMing pad in 2013. I printed the first edition of the storyFORMing question deck in 2016. The deck has made it much easier to engage individuals and teams with the process. People seem to really love the discoveries they make using the deck and the speed at which they overcome barriers to build the business or project they crave.