Storytelling, narratives and message development

However you choose to describe it, corporate narratives and message development are at the heart of marketing and communications. A powerful story makes you stand out. That's where the ex-journalist's instinct for a story, refined by years of copywriting, comes in.

In my experience, clear messaging matters in three areas:

1. 1. Corporate narratives: Crucially, clear corporate messaging sets you apart, emphasising the benefits for your different stakeholders (clients, investors, staff etc)


2. 2. Thought leadership stories: Powerful thought leadership takes on a life of its own, spreading through media and word of mouth. But distilling and telling the story takes experience and skill (see UBS 2025 Billionaire Ambitions Report).


3. 3. Fund messaging: What value does a fund offer? For an active investment strategy like a hedge fund, defining the manager's edge is key. Yet even for a passive ETF, explaining the investment proposition is essential.

In a world where AI discourages original thought, the value of human-led message development and narratives is greater than ever.