The Story Behind the f0undry

Words that make people feel, think and act.

My work has always lived at the crossroads of story and psychology: the place where language stops being decoration and starts to shape experience. For more than thirty years, I’ve worked with words that had to do something — persuade, steady, illuminate, transform. Whether in publishing, brand worlds, or cultural strategy, my measure of success has always been simple: did it change how someone felt, thought, or behaved?

What I rarely say is that this began long before my career.

Stories were my lifeboat

As a child, the books I read were the only places where children like me survived and not because adults saved them, but because adults were irrelevant. Those stories taught me something essential:
that resilience was possible, that imagination was agency, and that I did not need adults to endure or to thrive.

Most people inherit the stories that shape them.
I became mine — and they kept me afloat.

Those early narratives became the foundation of my academic work:
understanding how stories enter the mind, how they become belief and how belief becomes behaviour.

How the f0undry began

The f0undry started almost by accident — helping friends refine their manuscripts until the stories landed with new clarity and emotional truth. They began to sell more books not because their ideas changed, but because their storytelling did.

The same blend of structure, neuroscience, cognition, and cultural understanding now shapes every project I take on whether I'm working with an author, a regenerative business, or an individual rewriting their inherited story.

Why I created ARC™

Over time, I realised, fuelled by my academic work, that every effective narrative

in fiction, business, or personal transformation — depends on the same three layers:

• structure (Archetype)

• cognition (Reasoning)

• cultural meaning (Culture)

So I built ARC™, a framework that brings these layers together into a single, evidence-aligned method for designing stories that reliably shift perception, decision and behaviour.

ARC™ is more than a tool.
It’s a way of rewriting the deeper stories we inherit — the extractive, isolating narratives that no longer serve us — and building new ones capable of supporting connection, reciprocity and sustainable futures.

The work I do now

I work with:

Authors
whose stories challenge cultural norms and open new ways of being in the world.

Regenerative and ecological organisations
who refuse extractive narratives and are building futures grounded in interdependence, sustainability and care.

Individuals
who recognise they have been shaped by their culture — and are ready to reclaim and rewrite their story.

In every case, the aim is the same:
to find the architecture inside the work — the rhythm, resonance and meaning that make a story unforgettable and transformative.

What I believe

Stories are not entertainment.
Stories are instruction manuals for how to live.
They are how we learn who we are allowed to be — and who we are allowed to become.

The f0undry exists to help people write stories that heal, not harm.
Stories that challenge the old scripts.
Stories that allow futures to be imagined again.

You matter — and so does the story you want to tell.

Gini
Founder of the f0undry
(Story | Science | Structure | Culture