About the author.
My name is Ashraf Ramzy, Narratologist, Business Story Consultant, Coach, Author, Speaker, Founder and CEO of MasterStory®. Some 30 years ago I attained a Master’s degree in Narratology, the science and study of Story. Since then I have been quietly putting the power of Story to work for visionary brands, organizations and leaders. And, with great success. During those 30 years, a systematic and effective methodology emerged. One that ensures the successful development of a business narrative with impact. Be it a campaign story, a customer story, a target audience story, a brand story, an organizational story, a corporate story or a masterstory. Building further on that methodology I developed StoryMeter®, a diagnostic tool that measures the power of story and its impact on business. In addition I have developed the StoryMaster® program to equip and license others to use the MasterStory® methodology and diagnostic tool. In the weeks, months and years ahead I will post (infrequent) updates on my work, my methodology and my own journey. So make sure to check this page every once in a while. Or subscribe to our newsletter.
How does Story work? Part 2:The Telling and the Story
This is episode 2 in the technical series “Does your Story work?”. It is intended for professionals who are interested in story and want the know-how and tools to lead a storytelling project: to inspire story development, evaluate story concepts, direct story execution, and objectively measure and monitor the impact of story.
Are you telling the right story? Does your story work for you? To answer these questions we need to dig down deep into the mechanisms and dynamics of Story and answer the question, how does story actually work? If you missed part 1, click here to read it. How does story work? Part 1
First thing you need to know is that there is a hard distinction between the ‘Telling’ and the ‘Story’: