Singapore
Most founders can't see their own story clearly — not because it isn't there, but because they're too close to it. The story that closes your best deals lives in instinct. In the conversation that clicked. In the way you explain it on a good day. It's never been written down — which means it's never left the room without you. That's the Founder Story Trap. Your story is your best sales asset, and it's locked inside your head. — I spent over a decade running a digital agency in Singapore. Hundreds of client meetings. Every engagement started the same way: I'd pull out a piece of paper, look the founder in the eye, and ask — "What's your story?" From that conversation, everything would change. But the pattern kept repeating: good businesses losing deals because their team, their website, and their sales conversations were all telling different versions of the same story. The founder was the only one who could tell it right. So the founder became the bottleneck. That's the gap Narrative Alignment closes. — We extract the story trapped in your head and systematise it into messaging your whole business can use: → CoreStory™ — your foundational brand narrative (the source of truth) → StoryStack™ — 8 reusable stories mapped to your buyer journey → Narrative Compass™ — your voice, tone, and language rules for every touchpoint I work with founder-led businesses ($500K–$10M revenue) across Singapore and Southeast Asia. StoryBrand Certified strategist. 15+ years in agency. — If your pitch sounds different every time you give it, your team can't sell without you in the room, or your marketing feels disconnected from what actually closes deals — that's the gap we close. → Take the Founder Dependency Score: https://www.narrativealignment.com/scorecard → Or book a Narrative Clarity Call: https://www.narrativealignment.com/clarity
Narrative Alignment helps founder-led businesses eliminate the invisible growth blocker most of them don't know they have: An inconsistent brand story. Most companies don't have a traffic problem or a product problem. They have a narrative alignment problem — every stakeholder tells a different version of who they are, and trust never compounds. I extract the story that already exists in the founder's head and systematise it into a CoreStory™, StoryStack™, and Narrative Compass™ — so the business can sell, market, and hire without the founder in the room.
Digital marketing and brand strategy agency serving startups and SMEs across Singapore. This is where I sat in hundreds of founder meetings and kept seeing the same problem: good businesses with good products losing deals because their story was inconsistent across every touchpoint. The website said one thing, the sales team said another, the marketing said something else entirely. That pattern — and the system I built to solve it — became Narrative Alignment. Clients included startups, F&B brands, healthcare providers and social enterprises. Work ranged from brand narrative development to full digital campaigns.
Digital marketing and brand strategy agency serving startups and SMEs across Singapore. This is where I sat in hundreds of founder meetings and kept seeing the same problem: good businesses with good products losing deals because their story was inconsistent across every touchpoint. The website said one thing, the sales team said another, the marketing said something else entirely. That pattern — and the system I built to solve it — became Narrative Alignment. Clients included startups, F&B brands, and social enterprises. Work ranged from brand narrative development to full digital campaigns.
Led the transition to online senior engagement, creating a vibrant digital community of over 1,000 members, launching a senior-focused media channel, and facilitating programs that reached 15,000+ seniors. Developed a digital learning curriculum to equip seniors with essential skills.
Mentored early-stage startups in the AFIC 3i Accelerator on brand messaging, pitch development, and market positioning. This confirmed what I'd seen in agency work: the startups that could articulate their story clearly raised more effectively, hired better, and sold faster. The ones that couldn't — regardless of product quality — stalled. .