Find · Uncovering
It’s hard to see your story when you’re standing inside it.
Whether you're one person or an organization of 50,000, the challenge is often the same: what feels ordinary from the inside may look very different when brought into view.
What you experience as separate
A client you helped.
A decision your company made.
Something your team learned.
A problem you solved differently.
A relationship you built.
A moment that changed your direction.
What FIND brings into view
Meaning
Connections
Patterns
Evidence
Narrative Assets
Your story
You lived these things as they happened. FIND gives you a way to step outside of them and see what they mean together.
We don't start by manufacturing a story.
We start by uncovering what's already yours.
“I don't have a story.”
She did. She just couldn't see it yet.
During a storytelling session at a national conference, a woman in the audience told me she didn't have a story.
She sold insurance.
I invited her onstage and started asking about her clients—the people she'd helped, the problems she'd solved and the encounters she'd had through her work.
The stories were already there. She had simply experienced them as separate client encounters.
Once we changed the viewing angle, she could see them.
Nothing new had to be invented.
The larger the organization, the more places the story can hide in plain sight.
In a large organization, what already exists may be buried across departments, people and years.
A customer relationship may live with Sales.
A defining decision may be remembered by leadership.
Institutional knowledge may sit with someone who's been there for 20 years.
Proof may live in Operations.
Employee experiences may reveal something the brand language never captured.
A method everyone takes for granted may actually be distinctive.
Inside the organization, these can look like separate pieces of business.
FIND brings them into view together.
That's when connections can emerge, patterns become recognizable, and something the organization has known, lived or earned for years can finally be recognized as a Narrative Asset.
The Find Process
You can't recognize what you can't see.
FIND externalizes what's inside—bringing lived experience, knowledge, history, decisions and proof into view so they can be examined from a different perspective.
Ask beyond the rehearsed answer.
What actually happened?
What does it tell us?
What keeps appearing?
What belongs together?
See what was already there.
It's what you can see afterward.
The material hasn't changed.
Your ability to see what it means has.
FIND isn't about giving you words you're dependent on someone else to explain.
When the dots connect, you begin recognizing your own experiences, knowledge, strengths and assets differently.
What makes us different?
What do we know that others may not?
What story should we tell?
You're no longer looking at the same information from the same position.
Go to → BUILD