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 ensured 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.
Does your Story work?
In the past decade storytelling has become quite a hype. And it seems that everybody, qualified or not, is jumping on the bandwagon. Not surprisingly. The power of story to shape perceptions and beliefs, to change hearts and minds and to drive and impact behavior is a proposition that is simply irresistible. However, with great power comes great responsibility. Sadly, too few “storytellers” have had any accredited, vocational, let alone an academic education that qualifies and authorizes them to tap into the power of story.
So let it be known that Story is governed by a set of laws and principles that have been studied, analyzed and catalogued since Aristotle studied the Tragedy in the Poetics ca 400 BC, through some 2000 years of studying dramatic arts, literature, later on film and screenwriting, through the emergence of semiotics, structuralism and Narratology in the 1970’s. All to say, there is more, much more to story than meets the casual eye.
And although I am all for leaders, organizations and brands telling their story, preferably living out their story, my particular concerns are: 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.
This technical series “Does your Story work?” 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.