Stories that Shape our Future
We are living inside stories we did not choose. It’s time to write new ones
We are living inside narratives built on extraction, isolation, relentless productivity and the myth that we must stand alone.
These stories are failing us, culturally, socially and ecologically.
Using ARC™ I enable authors, regenerative businesses and individuals create stories that move us toward connection, reciprocity, and sustainable futures, stories that don’t reinforce the world as it is but open the possibility of what it could be.
Why ARC™ Is Different
ARC™ unites story structure, decision psychology and cultural meaning into one evidence-aligned way of changing how people pay attention, make meaning and choose to act.
It moves us beyond the stories we inherited and creates narratives that feel true, resonate deeply and reliably turn intention into action this method is already supporting campaigns generating over £15bn a year.
Who I Work With
Authors Who Challenge the Cultural Narrative
For writers of books, films, and games who create stories that push against inherited norms — stories of identity, possibility, interdependence, and ways of living outside the dominant script. If your work disrupts, questions, or expands culture, this is for you.
Regenerative & Ecological Businesses
For B Corps, mission-led organisations and teams building futures rooted in sustainability, reciprocity, and systemic care. I help you communicate with clarity, meaning, and integrity — narratives that support life, not extraction.
Individuals Rewriting Their Inherited Story
We are all shaped by cultural programming. Some of those stories limit who we believe we can be. I work with people ready to step out of inherited narratives and write a story aligned with who they truly are.
ARC™
Archetype · Reasoning · Culture
Three-layer framework for rewriting the stories we live inside.
A — Archetype
The structural patterns the human mind recognises instinctively.
R — Reasoning
How people feel → interpret → judge → act.
C — Culture
The metaphors, symbols, and shared meanings that make a story resonate.
ARC™ brings these layers together to create narratives that are structurally sound, psychologically intelligent and culturally meaningful — stories that can shift perception, behaviour, and belief.
Where the oldest stories meet the newest science
At the heart of ARC™ is the proven premise that every powerful story shares a hidden structure — one the human mind is already wired to respond to.
ARC™ brings together two disciplines rarely held in the same frame:
The neuroscience and cognitive science of decision-making — how people think, feel, and act in response to language and narrative.
The ancient architecture of story — the oral traditions through which meaning was shaped, remembered, and passed on long before writing.
Together, they create a lens through which any piece of prose — a novel, a speech, a pitch — can be understood for how it lands, and why it moves people.
This is the craft of resonance. The art of precision. The science of connection.
This ARC™
