Founders
You can explain the product perfectly and still watch people not get it. The book is the sequence that closes that gap.
Le livre
Storybuilding
Your Brand From Their* Standpoint
* Client, Utilisateur, Investisseur, Donateur, Partenaire, Fournisseur, Patron
Que se passe-t-il dans la tête d’une personne qui rencontre une marque ? Trois étapes, toujours dans le même ordre. Voici la méthode complète — comment les voir, et comment construire une Story qui franchit les trois. ⚠ Le livre est publié en anglais.
Où l’acheter
La question
Pourquoi les gens ne comprennent-ils pas, alors que vous avez si bien expliqué ?
Parce qu’ils n’écoutaient pas votre explication. Ils faisaient passer trois tests, dans un ordre fixe, la plupart du temps sans s’en rendre compte : est-ce que c’est pour quelqu’un comme moi ? est-ce que je comprends ce que c’est et à quoi je le compare ? et est-ce que je peux imaginer ma vie après avoir dit oui ? Ratez le premier et ils n’arrivent jamais au deuxième. La plupart des marques répondent d’abord à la troisième question, puis se demandent pourquoi personne n’est resté.
Le Storybuilding est ce que vous faites de cela. Pas de meilleurs mots pour la Story que vous avez déjà — la Story reconstruite depuis l’endroit où se tient votre client, dans l’ordre dont il a réellement besoin.
Pour qui c’est
Trois profils continuent d’acheter ce livre
Marketing leads
You inherited three versions of the story and a brand book nobody opens. This is how you get one version your colleagues will actually use.
Consultants and coaches
The full method, canvases included, so you can run it with your own clients rather than take my word for any of it.
Ce qu’il y a dedans
Six parties, vingt-six chapitres, cinq quêtes annexes
Le sommaire complet, exactement tel qu’il apparaît dans le livre. Les numéros de page sont ceux du livre. ⚠ Le livre est en anglais : les titres de chapitres ci-dessous ne sont pas traduits.
Part 1 p. 1
The Big Why
Why a story is a realignment tool and not a marketing exercise.
- 01What is Storybuilding3
- 02Why Storybuilding Really Matters9
- 03This book is Interactive19
It sneaks in a brand realignment without triggering corporate resistance. That’s why I call it the Trojan Horse of brand strategy.
Storybuilding, p. 10Part 2 p. 25
Encountering a Brand
The three steps every customer goes through, in order, whether you planned them or not.
- 04Recognition31
- 05Perception47
- 06Projection55
- 07Self-Centered Brands61
Imagine your brand is a party. If people don’t instantly get who it’s for, what the vibe is, and whether they’ll enjoy themselves, they’re not stepping inside.
Storybuilding, p. 43Part 3 p. 69
Understanding
Seeing the world through your customer’s eyes, then turning the same lens on yourself.
- 08Practical tips71
- 09Your Stakeholders (Customers)77
- ASide Quest: Trigger Marketing101
- 10Your Organization (Company)107
- BSide Quest: Your Category141
It’s like a dentist trying to understand your workout routine—interesting, perhaps, but not relevant to your cavity.
Storybuilding, p. 81Part 4 p. 147
Storybuilding
Building the story itself: the structure, the sequence, and the test of whether it is the right one.
- 11Storybuilding Framework149
- 12Test if It’s the Right Story179
- CSide Quest: Your Competitors’ Positioning185
- 13The Story191
- DSide Quest: Your Tagline205
This is a framework, not a religious doctrine.
Storybuilding, p. 172Part 5 p. 209
How You Will Use It
The same story, worked through six different kinds of company — including a case study you can follow end to end.
- 14What and where211
- 15Types of Application217
- ESide Quest: Your Offer221
- 16B2C — Business to Consumer231
- 17Case Study: Felco239
- 18B2B — Business to Business245
- 19Non-Profit253
- 20Marketplace261
- 21Investor271
- 22Internal Project Pitch277
But here’s the secret: just because B2B is all about logic, data, and ROI doesn’t mean emotion takes a backseat. Stories still matter—sometimes even more. They just need a suit and tie.
Storybuilding, p. 245Part 6 p. 283
Conclusion
What you have learned, and where the book came from.
- 23Wrap Up285
- 24Acknowledgments293
- 25About the author295
- 26Epilogue299
Extraits du livre
Trois pages, telles qu’elles sont imprimées
Pas un résumé de la méthode — les pages réelles, pour que vous entendiez comment c’est écrit avant de décider d’y passer une soirée. ⚠ Reproduites en anglais, langue de publication.
Page 3
The opening
The first page of chapter one, in full.
Picture yourself at a dinner party. One guest won’t stop talking about themselves—their awards, their genius ideas, their latest life-changing vacation (that you definitely did not ask about). Another actually asks about you—what you do, what you care about, maybe even laughs at your jokes. Who would you rather be stuck next to when dessert takes forever? No contest. We connect with people who make us feel seen, heard and understood.
Storybuilding is about making your brand that good conversationalist—the one that listens, understands, and makes people feel seen. It’s not about shouting your message into the void; it’s about crafting a story that fits into your audience’s world, their challenges, and what actually matters to them. Whether you’re talking to customers, investors, or that donor who still isn’t sure about you, the secret isn’t what you want to say—it’s what they need to hear.
It’s the art of positioning your brand from their standpoint.
Page 62
What it looks like when it fails
From chapter 7, Self-Centered Brands — one customer, all three steps, in order.
Imagine a homeowner, Maria, looking for a gardening service to maintain her backyard. She searches online and comes across “GreenPro Landscaping,” a company whose website prominently displays awards, certifications, and technical jargon about soil types and advanced irrigation techniques.
Maria’s immediate reaction is: “Is this for me?”
Unfortunately, GreenPro Landscaping’s homepage fails to answer that question. Instead of lush garden photos or happy homeowners, it looks more like a LinkedIn profile for a very proud agronomist. Maria quickly feels overwhelmed and unsure if they cater to residential clients like her or focus on large commercial projects. She bounces faster than a squirrel spotting a bird feeder.
Maria gives the site a second chance, and is told about nitrogen absorption.
Ultimately, Maria hires a competitor whose website simply says: “We create beautiful gardens for busy homeowners. Leave the work to us and enjoy your outdoor space.”
Green thumbs don’t grow on self-centered soil.
Page 193
The whole method in ninety words
The shortest version of your story — the one for when someone asks what you do.
Which is better?
- I mow lawns.
Or
- People are ashamed of their messy lawns, but are too tired after work to take care of them.
- I mow their lawn.
- They are proud of their yard in front of their neighbors.
Big and square
Colorful
Practical — you work in it, not just read it
Worked examples: B2C, B2B, marketplace, non-profit, investor, internal pitch
Au-delà des pages
Le livre est la carte. Voici les outils.
Chaque exemplaire vient avec le matériel de travail, parce qu’une méthode qu’on se contente de lire est une méthode qu’on n’utilise pas. Rien de tout cela n’est un supplément payant — c’est inclus, et c’est la raison pour laquelle le livre se dit interactif au chapitre  ;3.
Articles and case studies
The longer worked examples that would not fit between the covers.
Videos
The canvases explained by someone filling them in, which is a different thing from reading about them.
Customisable AI prompts
Each exercise as a prompt you can point at your own company, so the first pass takes an evening rather than a quarter.
The Storybuilding Community
Where people doing this on their own compare what came out. Membership comes with the book.
Commander
Déjà best-seller international n°1 sur Amazon
Best-seller international n°1
Commandez mon livre :
Si vous utilisez un autre site Amazon national, cherchez « Storybuilding Elbing ».
Amazon ne vend pas de livres numériques dans son application. Il faut passer par un navigateur.
Réservez une conversation de 30 minutes
Parlez-moi de votre moment charnière. Aucune vente. Aucun engagement.
