Mark your territory: establishing the story connection

Length: 90 mins

As freelancers we’re constantly required to tell our stories. Sometimes it comes as a formal request—share your bio, introduce yourself, create a profile. Equally important is to be able to pick up on informal cues. For example, every time you comment on an article you’re not just expressing a view, you’re adding to an emerging story of which you are now part. Or when someone asks you what do you do? How you answer this question will frame your connection with this person from here on in. Word to the wise: 9 times out of 10 they don’t really want to hear about you. Rather, they want to establish how you might connect to each other. In other words, if you’re talking to a prospect, at some level your story needs to be their story.

This hands-on session is about turning your personal narrative into a connecting narrative. We’ll use a classic screenwriting model to establish:

  1. a) where you are in relation to your key audiences
  2. b) the journey(s) you might take together.

By the end of the 90 mins you’ll have created your own story map. This essential tool will act as a springboard—or anchor—for activating connections and establishing your personal brand and your place in the scene.

No prior knowledge or specific preparation is required, but if you’d like to know more about the tools and methods we’ll be using, I recommend the following books:

Chris Vogler – The Writer’s Journey

Steven Pressfield – The War Of Art


Stef Macbeth is a copywriter and creative leader who has advocated and practiced a story-based approach for more than 15 years, working with startups, studios and Fortune 500 companies across sectors ranging from fashion to FinTech, in London and Berlin. His work has received multiple accolades and appeared at international shows such as Cannes Lions, D&AD, Borealis, and Locarno Film Festival.