Each project I work on aims to ignite conversations, inspire dialogue or fuel debate. This includes the thought leadership campaigns launched by PR agencies, but also goes wider and deeper to help organisations connect with the people who matter most.
Storytelling is central to how I help businesses grow. Stories crystallise issues, connect people and propel action. The consultancy I have created, throughline (www.throughline.co.uk) is devoted to helping organisations craft and share stories that will help them grow.
A lifelong experience of theatre underpins my own work with stories in business. In enterprise, the beliefs of customers, partners and employees influence business performance, profitability and shareholder value. Shaping those beliefs efficiently takes great imagination. Now, theatres are fundamentally places to see imaginary things take real form. The action may be pretend while the audience’s cognition and recognition is real. The theatre is not simply a place of make believe, it’s where beliefs are made. And in this respect, a theatre resembles a market place.
At throughline, we’re in the business of making belief – with intelligence, originality and integrity.
