Every business, public body or association already tells a story, grounded in the work of its people, in the choices made over the years, in its bond with a place and a community. Storytelling makes that story effective and credible, and sustainable over time.
My consulting rests on a simple yet deep method: I enter the organisation, I listen, I read what is there and I build with you a coherent story that engages clients, citizens, staff and communities over time.
Storytelling is the way an organisation tells what it does, who it is, where it comes from and why it does what it does. It is not a slogan nor a persuasion technique: it is the result of selection and structure, turning true facts into a recognisable and credible story.
When the story is missing, every channel says something different and the organisation looks smaller than it is.
My method is not a cold set of techniques but a principle: narrative responsibility, truth of facts and sustainability over time. Three approaches coexist on these principles, chosen for each organisation and never applied in series.
It starts from observation: people, places and gestures of work, told as they are. It is the approach closest to my background as an author, photographer and filmmaker.
The classic structure of storytelling, useful when an organisation goes through a recognisable turning point, an obstacle, a choice, a transformation.
The framework I developed for stories that start from an inner need rather than an external rupture: eight phases, from Friction to Legacy. It is described on antieroe.com.
A reading of the current state of the story, across the whole system or a single project. How the audit works.
Defining the story, the themes and the tone, in a document the organisation keeps.
Being found, being met, being understood, being seen: the story takes shape in every channel. I produce it myself or direct those who do.
When needed, the consulting becomes continuous.
I work with businesses of every size, from industry to crafts and services, with public bodies such as municipalities and regions, with universities and with associations of every kind. Based in Milan, working in Italy and abroad. I favour working in person: listening happens on site and other phases move online only when necessary.
A selection of production projects is on my Behance portfolio.
Advertising promotes a product at a given moment. Storytelling tells the organisation behind its products and services and works over the long term: it is the ground advertising itself can start from.
Propaganda asks for allegiance. Institutional storytelling makes clear what a public body does and why, leaving judgement to citizens: that is why it rests on verifiable facts. When effective, it strengthens the bond between institutions and citizens, making them real protagonists of their territory.
In my work there are three: analyse, name and give back. First the context is heard, then the necessary story is identified, finally it is delivered in a form the organisation can use to full effect.
I am an external consultant: I do not sell media space or content packages, I offer direction. When production is needed I carry it out myself or coordinate my team or the organisation's suppliers.
It depends on the scope of the project. Timing is defined after the first conversation, together with the audit proposal.
Thirty, forty minutes to read the context and the need.