After managing the build of our house, working onsite with the team every day, I rediscovered the joy I got from working with others. I realised I could no longer sit at a desk by myself.

I did a deep dive into connection, and I came back to story as a powerful tool to engage, to bring us together and influence our behaviour.

The stories we tell in business and in life are very different to the stories I used to write. I’ve taken inspiration and ideas from The Moth, from presentation experts, from journalists, and storytelling legends.

I’ve developed my Spice Cake Recipe as a framework for Smart Stories, the targeted stories we can develop and deploy every day. It’s a simple, teachable model that delivers stories with purpose, stories that highlight who we are, what we do, and how that helps our customers. Smart Stories emphasise the values we live by and the kind of businesses we want to build and grow.