The Strategic Narrative Workshop

Build your strategic narrative the right way, so you and your company can thrive.



Join our mailing list so we can let you know when we will start a new cohort.


Learn the framework

Structure your strategy

Reinvent your business

It’s time to build your strategic narrative.

A crisis like the COVID-19 pandemic creates struggle but also some whitespace for entrepreneurial leaders to find the opportunities that will create impact. That’s one of the silver linings.

But here is the thing: traditional ways to strategize might get you stuck into the same old thinking and methods that are no longer suited for our new normal of constant change.

If you or someone in your organization is wondering, “What’s our story, now?”, I doubt that you’re just looking for an anecdote starting with “once upon a time…”?

It’s time to get creative about how you make your organization thrive.

Be the visionary that brings back the spark when you face a new challenge.

It’s time for you to build your next narrative.

Will you be that leader?

Limited to only 7 participants

Your workshop includes:


A simple, repeatable framework that you can use forever.


Pre-recorded videos with slides and transcription.


Weekly 90-minute group coaching meetings.


A library of strategic narrative examples to spark creative ideas.


Live feedback from Guillaume on your strategic narrative.


The replay of each group coaching meeting, available for 3 months.


Access to the cohort Slack channel.


Digital versions of all tools and templates you will use.


Module 0 – Getting ready

  • Workshop design, goals, and cadence
  • How to get the most value out of your time investment
  • Logistics and ground rules

Module 1 – Fundamentals of Strategic Narrative

  • Story Vs. Narrative
  • The Strategic Narrative Canvas
  • Examples of successful strategic narratives

Module 2 – Your Origin Story

  • The power of your origin story
  • Identifying the opportunity others don’t see
  • Structuring and writing your origin story

Module 3 – The Opportunity Story

  • Elements of the opportunity story
  • Selling the opportunity to your community
  • When to use the opportunity story

Module 4 – The Perspective Story

  • Challenging common wisdom
  • Business & organizational implications
  • Creative methods to enact your perspective story

Module 5 – The Product Story

  • Why you need to sell your product last
  • The five attributes of the product story
  • Product development trade-offs

Module 6 – Strategic Narrative Activation

  • Wrapping-up the construction phase
  • Activation primer
  • Moving from project to practice


“The Strategic Narrative workshop is the perfect format to get started on your strategic narrative journey.

Before I joined this workshop, we needed guidance. As a startup, it is mission-critical to align our team on its vision, mission & values, and equally important to craft the right storytelling from the get-go. We wanted to create an emotional connection with each and every stakeholder.

During the workshop, the case study about Mod Pizza was my aha moment. Being able to create a narrative capable of moving the masses to eat their pizzas despite having no key differentiators on the product is a great achievement. It means that anyone can do the same.

Every business has a story to tell but Guillaume and the MetaHelm framework will help you articulate a story that people will die for! This is a competitive advantage that you can easily leverage.

The result: team implication. By doing that exercise, we have managed to get to team alignment and increase our sense of ownership.

Also, the MetaHelm Strategic Narrative framework will be applied to any content that we will create moving forward.

Thanks for the journey!”

Arnaud Boulay
Co-founder & VP of Sales & Marketing, Enduralink

“I am starting a new line of business, and before this workshop, it felt overwhelming.

This workshop was a wonderful way to focus on my company’s core and make sure I have a clear message and strategy for customers and employees alike.

Guillaume is passionate about helping you create your strategic narrative, make your company be its best, get more customers, and also become a better place to work.

I can’t recommend this workshop enough!”

Stephanie Gianarelli
Clinic Founder and Director, Acupuncture Northwest.

“I wanted to have more purpose in my company and re-discover what we do and what kind of company we want to be. I wanted to be less about “tech” and more about the purpose of what we do for others.

This workshop is a guided approach that Guillaume leads you through. It is not simply a series of videos or pieces of training but an active process of building your strategic narrative. 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.

The variety of participants and the collaborative nature of the course enabled me to hear perspectives that are outside of my own world.

As a result, I feel like I have something exciting and that I am sharing with my team. I expect it may change a bit as I get others involved, but that is a good thing. I’m excited about seeing where this goes.

This workshop is for any CEO or leader in an organization of any size looking to define or refine their story and make it an asset. Based on what I learned, we will reframe our products and services to inspire or create interest both internally and externally.

Your strategic narrative can be your differentiator. Thanks! “

Jason Prothero
President, ProWorks Corporation

“This was a powerful workshop. It’s the perfect blend of new perspectives and the opportunity to put them into practice. I greatly appreciated being part of a cohort and Guillaume’s attentiveness to our work. I was able to bring together two critical pillars of my brand message that seemed slippery for me to bring together. I finally got it together in my mind and articulated it thanks to the time spent on it in this workshop.

Before joining this workshop, I didn’t know how to turn my message into a movement and inspire others with explicit action to join. I realized that my podcast is the vehicle for my message to become my product.

This is an actual workshop where you will get real work done and make real progress. 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.

Thanks to this experience, I dared to drop my coaching offers which I just had because it’s “industry practice”, and they were a “good idea”. I know that’s not where I’m driving my strategic narrative from. I’m now free to focus on the “Reframe to Create” podcast as the vehicle for sparking the work/create movement I’m looking to spark! I’ve also blended the two ideas of “work is not the center” and “Your work is not your job or career. It’s what you create”. I now know how they go together, and it has made messaging and a cohesive message much more manageable.

Based on what I learned, I will now focus more and be more attentive to inviting others to join in and participate.

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

This is perfect for small business owners. It’s also perfect for corporations, either used at the senior leadership level to set a narrative for the organization or individual teams. It’s also great for NGO’s that are mission-minded and want to tighten their message to invite people to action and their movement. It’s perfect for movement builders of all kinds.

Finally, the model is extremely insightful and actionable as is your definition of “story vs. narrative”. These two products will stick with me as what I associate with your brand.

Thank you!”

Joy Spencer
Founder, Reframe to Create

“The Strategic Narrative Workshop touches on all aspects of your company’s strategy, not only the communication side as it may sound.

The practice of building a Strategic Narrative was new to me, but it is now required for a government-wide project that I lead. Through the workshop, I grasped the MetaHelm model, and I think I can now implement it on a bigger scale for that project.

The course was full of different “aha” moments; for me, the biggest one was the concept that Guillaume presents on page 58 of his book.

This experience taught me that new businesses could start with a narrative before even having a ready-made product. I now have the content of my strategy and communication plan for a new company I am launching.

This is a very valuable course, perfect for CEOs, entrepreneurs, strategists, top leaders, Marketing professionals, and anyone who would like to create a 360 view of their business.”

Ahmad Al Mahri
General Secretariat Of The Executive Council – Government of Dubai

“Guillaume’s process really helped us take a step back and evaluate our strategic priorities and ideas before jumping in.

This may sound simple, but the exercises he took us through were critical to ensuring that everyone was aligned before creating our strategic narrative.”

Chenaya Devine Milbourne
Senior Director, Product Marketing & Development at Glossier, Inc.

“After launching my medical device startup, it was challenging at first to articulate my company’s strategic narrative. Guillaume’s workshops and processes helped me to overcome that. Now with a strong foundation, I am ready to develop partnerships and begin working with investors.”

Robert A. White, EMPA
CEO, Sound Sustainability

Sample lecture

Want to know what learning from Guillaume looks, sounds, and feels like? Watch this sample lecture from his recent weekly talk series.

Frequent questions & Answers

Who is this workshop for?

CEOs, C-suite Executives, Business Leaders, Board Members, Entrepreneurs, Founders, Co-founders, Business Owners, Innovators, Startup Creators, Strategists, Investors, or anyone designing the strategy for your business, division, program, initiative, or department.

What are the pre-requisites?

You will get the most out of this workshop if you come with the need to take your business to the next level of impact.

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

How does it work?

The workshop is structured around six modules that we cover over seven weeks. Each week, we meet for a 90-minute group coaching in a Zoom video meeting. We go over your work, answer questions and provide feedback.

The knowledge you need is recorded in self-serve videos that you can watch at your own pace.

Guillaume doesn’t lecture but facilitates the meetings. He has structured them so that you have a safe but challenging space to share, further explore, and refine what you’ve experimented with the previous week.

What if I have to skip some of the weekly calls?

You’ll get the most out of this workshop by attending the weekly meetings live.

If you have to miss one or two, don’t worry because you will be able to watch the recordings of each meeting provided in the workshop Slack channel afterward.

If you can make 80% or more of the meetings, you’ll get your money’s worth.

If you can make fewer than 80% of the meetings, we’re concerned you might not get the value we’d hope for.

How much time does it take?

Over the seven weeks of the workshop, your average time commitment will be 3–4 hours per week. This includes time reviewing the videos, developing your strategic narrative, and attending the weekly group coaching meetings.

Where does it take place?

In this virtual mode, we will use a few digital places:

  • Zoom, for our weekly group coaching meetings
  • Google documents, and Jamboard, for the work assignments
  • Slack, for the entire communication about the workshop.
How many people will participate?

There will be a maximum of 7 participants in this workshop. There needs to be a minimum of 3 people registered for the cohort to be confirmed. Otherwise, it will be rescheduled to a later date.

To keep conversations balanced between everyone, we don’t allow more than two people from the same organization to attend. If you’re interested in joining as a group of 3 or more people, email us at to enquire about a private workshop.

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.



Join our mailing list so we can let you know when we will start a new cohort.

Trusted by leading organizations

Your investment

Virtual Workshop



Join our mailing list so we can let you know when we will start a new cohort.