Strategic Narrative Essentials

For Entrepreneurs



Mobilize the right talent, customers, and investors with your leadership.




$100 USD




Discover the Strategic Narrative Canvas, a key tool to align people and accelerate innovation.


Analyze what other entrepreneurial leaders did to build companies that mobilize people.


Revisit your company direction and see how you can transform it through meaningful leadership.

Whether you are just starting out or already years into your business this online course is designed to help you create (or improve) your strategic narrative, understand how to use it to mobilize people, and to learn which practice and tools you’ll need for business growth.

Take this course to secure a firm foundation for your transformative business.

I’ve coached hundreds of entrepreneurs, helping them clarify their offerings and create plans and systems to grow their business. This is the course that I require all my clients to take. I recommend it to you as well, if you’d like to understand my overall strategy, marketing and leadership principles.

Be sure not to miss this course if you’ve been wondering:

  • What is a strategic narrative exactly?
  • Why should I build one?
  • How do I do it?
  • Where should I start?
  • Who should do it?

What if mobilizing people was easier?

As an entrepreneur, you may have heard that you will succeed if you create a great business story that you tell as many people as possible.

As promising as this sounds, this shortcut might unfortunately lead you down a dead end.

In reality, your company has not one story but many stories. The critical question is how to organize them.

Second, you only need a relatively small number of faithful fans to form a movement that will give you a buoyant and growing momentum.

You can do this if you use your leadership skills to help the right people understand your business, support it and align with your mission. No need to make up an epic story. Instead, tell the truth and nothing but the meaningful truth.

How do you do it?

By building a strategic narrative: the system of authentic stories and actions you intentionally build to invite people to join you on your journey.

In this course, you will learn a structured leadership framework and discover simple practices. They will help you accomplish the transformation you want to create, whether it’s with your customers, your environment, or your industry as a whole.

Learn a repeatable framework: The Strategic Narrative Canvas

Example: The Volvo Strategic Narrative Canvas

  • The definition of a strategic narrative
  • The role of narratives in shaping decisions
  • Understand the connections and interplay between all your business stories
  • The four dimensions of the Strategic Narrative Canvas
  • How other transformative companies have built successful narratives
  • The tools and practices to build an inspiring company
  • Where to start with your strategic narrative
  • How to get into the right mindset

Online Learning

Attend from anywhere, anytime with the internet.

Praise from other entrepreneurs:

“The process and reasoning are well defined and make sense. There is a structure to the narrative-building process that helps break things down into meaningful chunks and allows you to focus on the key elements at the right time.”

Jason Prothero
President, ProWorks Corporation

“I found this course to be thought-provoking on a professional and personal level. I think it is a new skill that can be added to your EQ. Guillaume does a great job organizing and presenting the material in a very clear and usable way.”

Danyle Hepler
Systems thinking, Haley & Aldrich

You’ve created a very powerful and well-built framework to lead us in an intimate discovery journey that makes a lot of sense. It’s easy to understand and remember, yet invites reflection. You’ve conducted it very professionally, with a lot of possible interactions, a good balance of resources and insights shared, strict follow-up, permissions, and humor! A real masterclass!

Emmanuel Saincaize
Owner & Principal, Senseo Leadership

“There is extreme power in working on your strategic narrative to articulate your vision and invite others to something much better, no matter where you are in your business.

The distinction between story and narrative that I learned from Guillaume has forever changed how I understand and use the concepts in my work.

Thank you!”

Joy Spencer
Founder, Reframe to Create

With this course, you will get:


44 videos of online sessions with Guillaume Wiatr


A 24-page resource guide with detailed explanations and examples


A simple, repeatable framework that you can use forever


Examples of strategic narratives of transformative organizations


Practices and tools to help you build a more transformative company


A 30-minute bonus Q&A call with Guillaume Wiatr

Frequent questions & Answers

Who is this course for?

Anyone interested in building an authentic, inspiring and effective business. In particular: CEOs, Founders, Co-founders, Entrepreneurs,  Business Owners, Innovators, Startup Creators, C-suite Executives, Business Leaders, Board Members, Strategists, and Investors.

What are the pre-requisites?

You will get the most out of this workshop if you can attend the live session.

Besides your curiosity and readiness to learn, you don’t need any pre-existing knowledge about the topic of pitching.

How does it work?

Once you register, you will receive an email confirmation with a calendar invitation and a zoom link to attend the live session.

On the date of that session, we will meet for a 90 minutes group training in a Zoom video meeting. We go over a series of exercises, you get new information, learn, participate and take away new practices and tools that you can reuse forever. Guillaume gives a 10-minute presentation at the beginning of the course, but he then focuses mainly on facilitating this course with interactive activities. His goal is for you to learn in a fun and experiential way.

This course is structured so that you have a safe but challenging space to share, further explore, and refine what you’ve experimented with.


How much time does it take?

90 minutes

Where does it take place?

In this virtual mode, we will use Zoom with video and Google documents.

Do you offer private workshops for an entire team?
Yes. If you wish to register a group from your company, we can arrange to run the workshop privately (and remotely) for you. Learn more here or email us at to enquire about private workshops.
What if I still have questions?

No problem, we’d love to help. Email us at We typically respond within 24 hours.



$100 USD