About Story Works
We unleash potential by fostering passion in organisations, teams and individuals through powerful narrative alignment that transforms disconnection into purpose-driven commitment.
Our Mission
To transform the 78% of organizations that struggle with transformation by creating authentic narrative alignment that turns resistance into commitment and accelerates meaningful change.
We believe that every organization has a powerful story waiting to be told. Our PNC™ (Purpose Culture Narrative) framework helps you discover and amplify that story, creating the alignment your people need to thrive during transformation.
Our Values
Excellence
We deliver exceptional results through rigorous analysis and proven methodologies.
Collaboration
We work as an extension of your team, ensuring knowledge transfer and lasting impact.
Innovation
We embrace new technologies and methodologies to drive transformational change.
Inside Story Works
Get a quick tour of how our team activates purpose, culture, and narrative across engagements. This short reel combines workshop footage, client artefacts, and the frameworks we reference daily.
Prefer to review a transcript? Request one from the team and we’ll share it within 24 hours.
Meet Our Team
Two partners with 20 years of collaboration experience, combining deep insights expertise with global marketing mastery to create transformational organizational narratives.
Gillem Lawson
Insights & Innovation Specialist
20+ years in organizational storytelling
Gillem began his journey in narrative psychology, fascinated by how stories shape behavior and belief. After witnessing countless transformation failures due to poor narrative alignment, he developed the analytical frameworks that became the foundation of our PNC™ (Purpose Culture Narrative) framework.
Success Story
At a US$ 40 Bio Company, Gillem led dozens of innovation projects that combined technical expertise with narrative strategy - shaping new product ideas into stories that inspired teams, secured funding and drove adoption. Results: high success rate and multi million $ profits annually
Credentials
- Narrative Psychology Expert
- Head of Innovation for Global Research Company
- Founder of several start-ups in Asia and Europe
Key Achievements
- Unified a global health tech's research communication, improving clarity collaboration and adoption speed of insights
- Developed human centric PNC (Purpose Culture Narrative) Framework
- Consulted for 15+ blue chip multinationals, incl. Nestle, Coca Cola, Diageo, BAT, Unilever, Samsung
Areas of Expertise
Jan Stuebbe
Global Marketing Expert
20+ years with multibillion dollar brands
Jan's career spans global marketing leadership at iconic brands, where he mastered the art of scaling authentic stories across diverse cultures. His breakthrough came when he realized the same principles that build billion-dollar brands could transform organizational culture.
Success Story
Leading successful effort to turn around a multi billion $ franchise by designing a growth strategy based on narrative and cascading engagement and commitment through a 10,000 + employee organisation. Result: double digit growth, profit engine of the company for over 10 years.
Credentials
- Behavioral science practitioner with engineering background
- Innovation Head of leading multinational
- Projects in 20+ countries
Key Achievements
- Drove success of several multi billion $ brands
- Applied innovation principles to narrative and culture transformations
- Pioneered research into fundamental employee and consumer motivations
Areas of Expertise
Our Experience
Two decades of partnership creating narrative-driven transformations that turn organizational disconnection into purpose-driven success.
What Our Clients Say
Hear from transformation leaders who’ve experienced the power of narrative alignment.
“Gillem and Jan completely transformed how we communicate change. Their PNC™ (Purpose Culture Narrative) framework turned our skeptical workforce into transformation champions.”
“What impressed me most was their ability to create authentic narratives that resonated across 40 countries. We achieved 89% cultural alignment - something I thought was impossible.”
Recognition & Partnerships
Trusted by industry leaders and recognized for excellence in organizational transformation.
Industry Awards
Recognized by Harvard Business Review for innovation in transformation methodology
Published Expertise
Authors of “The PNC™ (Purpose Culture Narrative) framework” and publishers of WHY MATTERS, a newsletter on purpose-driven transformation read by leaders across 20+ industries
Global Network
Strategic partners with leading transformation consultancies across 20+ countries
Ready to Work Together?
Let’s discuss how our expertise can help transform your business and achieve your strategic objectives.
Get in Touch