In a series of workshops Ashraf Ramzy brought, with much inspiration, the success story of Hollywood to the practice in RTL in Hilversum.

Storytelling is the foundation of any TV program, from scripted drama to real life soap. So basic, so beautiful, so challenging, but oh so difficult. In a time when the lure of technological effects is greater than ever, a good story is worth more than a thousand Computer Generated Images. In a series of workshops Ashraf Ramzy brought, with much inspiration, the success story of Hollywood to the practice in RTL in Hilversum. To create a good TV program, you need a good story. Content is King, Storytelling Rules.

With his sharp analysis and vision Ashraf Ramzy supported us in the process to develop a clear, distinctive and relevant proposition to our target audience.

We were completely stuck at ABN AMRO Private Banking when we were searching for the ‘story’ behind the way we wanted to advise a specific clientele on some major financial consequences in their private affairs. We wanted a clear vision on what our added value as Private Bank exactly was. And, on how to communicate this internally and to the market. Because we were triggered by the way Ashraf Ramzy works, we asked him to help us. He challenged us to look further, beyond the limitations of the familiar and to think in scenarios, in possibilities. With his sharp analysis and vision, he supported us in the process to develop a clear, distinctive and relevant proposition to our target audience. This formed the basis on which developed our marketing and communication strategy.

Getting a story right is not so easy, but working with Ashraf showed us that it can be made easier, clearer and to the point.

Getting a story right is not so easy, but working with Ashraf showed us that it can be made easier, clearer and to the point. It was a good experience running through a workshop where we had to ensure that we were all understanding the same thing and going in the same direction. Ashraf helped us to find our “hero” and our “story”.

Ashraf is an inspiring man. A few hours with him gives you the energy to take a good look at your plans and sharpen your focus.

By working together with Ashraf, the intense love for a well told story has grown even stronger. Ashraf is an inspiring man. A few hours with him gives you the energy to take a good look at your plans and sharpen your focus. Because life is an incredibly long and exciting story … and Ashraf is the man that can help you tell that story, like no one else can.

Very inspiring and ‘eye opening’

Ashraf was a very inspiring and ‘eye opening’ contribution during our project to develop a new corporate website. With his broad experience and refreshing ideas, he helped us to create a very satisfying result.

The narrative approach of Ramzy gave an enormous impulse to the organization as we wanted to be.

Ashraf Ramzy helped our unit – of 18 people from 8 different countries – to develop joint ambitions for our future. There were complex issues on the table as: is our service still relevant, what is our positioning in the market, could the internal cooperation be better? By using the metaphor of ‘the triumphant hero’ Ashraf Ramzy opened the doors to a different way of thinking. We looked a topic that has been discussed several times at the traditional meetings from a completely different perspective. By asking simple questions a new structure was created. This led to a number of joint ambitions for the future that were included in the business plan. But it brought more: it created more commitment, as there was a great support throughout the organization, which gave an enormous impulse to the organization as we wanted to be; an open and non-hierarchical space for talent, ideas and initiative.

Ashraf inspires

Ashraf inspires, creates clarity and triggers to find the core messages and stories of the organization through close interaction with the group. Top expert!

Ashraf goes above and beyond what one can expect from a business partner. I would recommend teaming up with Ashraf at any time!

Ashraf is one of those exceptional people that you meet in life. He goes above and beyond what one can expect from a business partner. Ashraf was an anchor person in the conception of the Smiths-to-Lay’s rebranding strategy for Smiths Food Group back in 2001. Always stepping back and looking at the bigger (consumer) picture and applying lateral thinking based on vast experience and knowledge of many industries, brands, and market models he was always in search for what “story” could help deliver the desired business impact. The in-market results (then, and to date) show that his cornerstone strategic rebranding advise was spot-on. When in search for a person that can truly work through your “what-business-am-I-in?”-question (… as company, as brand, or as product), as well as any desired future mission you want to accomplish, I would recommend teaming up with Ashraf at any time!

Ashraf has the unique ability to guide this process of discovery in an enthusiastic and inspiring way.

The development of the corporate story of Rabobank Alkmaar has been a fascinating learning journey. Very insightful! Ashraf has the unique ability to guide this process of discovery in an enthusiastic and inspiring way.

Ashraf excels at structuring complexity and a multitude of realities. He will connect the dots and create a story that is both compelling and credible.

It will change your brand and business for the better. His thinking is unconventional and sometimes uncomfortable. With his sensitive, warm and open personality he builds trust with stakeholders in a fantastic way.

Ashraf Ramzy enables an organization to understand at a deeper level what really is going in within an organization.

Ashraf Ramzy enables an organization to understand at a deeper level what really is going in within an organization, among employees and how this impacts its functioning and its success. The insights he generates, contribute significantly to the vitality of an organization. Especially in an era where people derive a great deal of meaning and purpose from their work. By clearly mapping out organizational perceptions, and providing direction for organizational development, he provides a robust foundation for a solid business strategy and measurably contributes to organizational success.

Ashraf truly is an inspiring speaker, a master in storytelling and very good at triggering a group of people to think differently.

He starts the right discussions, asks necessary questions and makes sure you get to the heart of the topic at hand. He also did so when helping us to clarify our departmental storyline and writing it down in a clear way. This will be of great support to us telling our story and getting in closer touch with our internal and external stakeholders. Thank you very much for your help Ashraf!

Would you like your company to tell its story the way it should be told? Would you like your upper management to stand behind that same story? I then recommend you Ashraf Ramzy MasterStory. The person I chose to bring our story to where it needs to be. I made the right choice and I invite you to do so too.

It was around 20 years ago, during my Sales period @KLM Cargo that I had the chance to participate in a session given by Ashraf. I was sincerely mesmerized: learning about storytelling, by looking at yourself and what moves you. Lately I had the pleasure of working with Ashraf again. And yet again: three amazing sessions where our Customer Journey Managers learned, each in her/his own way to think about our story, the way we position it, the way we tell it and above all, what we tell. We worked as a group, but we each felt we had our own time and space with a person who lives storytelling in his DNA and can show you how important it is in doing business: not telling fairy tales but real stories.

Ashraf has an incredible capacity to bring out the best of a client’s narrative and transpose it in terms that appeal to the target audience. He is a natural and powerful storyteller who works with great passion, energy and creativity. I wish him every success in MasterStory.

What is the link between strategy and story? For me the connection is in leadership: a leader has the responsibility to both set the direction and to convey it.

What is the link between strategy and story? That was the first question that I asked after meeting with Ashraf Ramzy. For me the connection is in leadership: a leader has the responsibility to both set the direction and to convey it. The ancient laws of stories offer very contemporary insights. The hero, the villain, the holy grail all have their place in a good story as well as in a sound strategy. Ashraf Ramzy has taken the Boertien group back to its core story. In addition to that story, one requires a good storyteller. Our management team therefore underwent media training, where the story was very firmly tested. It abundantly passed the test!

A unique phenomenon in the world of marketing and brand management.

The narrative approach of Mr. Ramzy gave us the breakthrough we so eagerly waited for. It provided us with a mental and practical framework in which we got a grip on the complex subject matter and in which we could assign the various and interconnected elements their proper place resulting in an integral whole; workable, marketable and communicable. This framework, or rather, this Story appealed to and resonated with Mothers everywhere in such a profound and universal manner that we were able to use this Story as our platform for brand management and marketing communication and apply it both in Europe and in Asia. A unique phenomenon in the world of marketing and brand management.