Storyselling
Creating solution stories that unite clients and colleagues around your biggest problem
The Core Insight
"Every client needs a solution. So why do businesses keep selling just products?"
Most businesses fear solutions — they think it shrinks their audience. But the opposite is true: solutions grow your market. Clients want frictionless success. Help them, and they'll help you.
The 5-Phase System
Big Problem
Research to identify the most profitable problem you're uniquely positioned to solve.
- Solution Stack framework
- SWOT (as-is → to-be)
- 5 client deep dives
- 10 colleague interviews
Write Your Story
Transform research into compelling narratives across multiple formats.
- TED-style talk
- 30-second explainer
- Movie poster
- One Newsletter
Testing Time
Validate with stakeholders before full rollout.
- Stakeholder reveal
- Feedback loops
- Story refinement
Selling Your Story
Deploy unified messaging for internal and external audiences.
- Single community narrative
- Client + colleague unity
- Cross-platform activation
Repairs & Upgrades
Continuous evolution to match changing needs.
- Scheduled review cycles
- Metric monitoring
- Story iteration
The Revolutionary Concept
The Client-Colleague Cycle
Traditional businesses treat customers and colleagues as separate. Storyselling treats them as one community — both invested in your success.
"Customers can become your best colleagues. Colleagues can become your best customers."
The Solution Stack
A simpler alternative to the Business Model Canvas — four blocks that force clarity:
Big Problem
What's the biggest problem you solve? Why does it exist? What's the cost?
Solution
What are the components? How do you deliver it? One sentence that sums it up.
Client
Market size. Your share. The parent market. How you grow.
Our Business
Why you're the best provider. Your unique value. Success metrics.
"He finds the essence of a brand and makes it simple to understand."— Ben Gross, Director, Electric Circus Digital
Storyselling in Action
Microsoft .NET — The Ballmer Case
In 2002, Microsoft needed developers to adopt .NET over Java. Steve Ballmer spent 34 years cultivating the developer community: creating MSDN, launching the MVP program, hosting conferences, and ensuring engineers felt like heroes of Microsoft's story.
His "Developers, developers, developers" speech wasn't just enthusiasm — it was the culmination of decades of Storyselling. The result: .NET adoption that fuels Microsoft's success to this day.
Use Stack Overflow, Xbox Live, or Duolingo? You're benefiting from Ballmer's Storyselling.
For Clients
"We're growing but lack clarity"
Start with the Solution Stack — distil your business to four blocks in a single workshop.
"Content doesn't convert"
Try the One Newsletter approach — unified messaging for clients AND colleagues.
"Pitches don't resonate"
Use the TED Talk framework — structure your pitch like a story, not a feature list.
"Users don't understand our value"
Run Customer Deep Dives — 5 structured case study conversations reveal everything.
Get the Full Playbook
Solved to Sold
The complete Storyselling system: 200+ pages of frameworks, exercises, and worked examples.
Request the PlaybookFree for serious enquiries