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How do you get people to believe in something that is imaginary?

“Sometime reality is too complex. Stories give it form.” – Jean-Luc Goddard


Turns out, innovators and artists share an interesting problem: how to get people to believe in something imaginary? Is there a way to show people the ripples in the pond before the rock shatters the water’s surface?

“Sometime reality is too complex. Stories give it form.” – Jean-Luc Goddard

To make the future visible, we created a story canvas. Called storyFORMing, it uses shape and colour to organise a wide array of questions into six themes. To complete a canvas, you answer the questions. To answer the questions, you draw on the information and insight you possess, and also on more abstract qualities like imagination and empathy.


A tight logic holds your replies in a constellation that is coherent. In this way, detail that would otherwise overwhelm a thinker is contained and organised. And thus, people discover that there is a simplicity on the far side of the complex, and what’s more, it’s often expressed as a story.

Entrepreneurs have used storyFORMing to power rapid brand development (including naming and core messaging). First-time-right branding reduces anxiety, saving precious time and money.

Startup teams who are not fluent in gathering testimonials or running project evaluations to do so with ease, using storyFORMing.

In corporate change, it helps leaders distinguish and connect the different audiences who need to understand the change programme’s relevance to their work experience.

People using storyFORMing tend to have a healthier relationship to their work achievements. Fact is, they tend to feel courage flowing more readily into their work life. Their “why” is now visible, tangibly connecting with the wider world.

The world has a problem with data, and with information overload. People know stories strike us in our guts and shake us to our bones. Forming truthful stories from complex situations doesn’t come easy. StoryFORMing helps.

The TEN difference: When a tool doesn’t exist, invent it, test and iterate it, and validate in the real world.


Are you are our next TEN member? Apply today.