Module 60 — Narrative / Story

Frameworks: Neumeier trueline · Brand story arc (context → conflict → resolution → invitation) · Hero's journey (brand as guide, client as hero)

Goal: Crystallise the brand's founding story and its narrative arc — the conflict it was built to resolve, the transformation it delivers, and the invitation it extends to clients. The trueline is the single sentence that holds every story the brand tells.

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Raw

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The founding story (what happened, when, why this — not the polished version)

The conflict or frustration that made the brand necessary

What the world looks like when the brand's work succeeds (the transformation)

A client story that best illustrates what the brand does and why it matters

What would be lost if the brand didn't exist? (brand obituary prompt)

The invitation: what does the brand ask clients to do or believe?

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Synthesis

Trueline draft (Neumeier: "[Brand] is the only [category] that [unique claim].")

Alternative truelines (2–3 variations, vary level of abstraction)

3. Brand story arc

Beat	Content
Context (the world before)
Conflict (what's broken / wrong)
Resolution (what the brand does about it)
Invitation (what the client is asked to do)

The brand as guide (not hero) — what the client achieves, not the brand

Open questions / tensions with Module 20 Positioning and Module 10 Why