The best product doesn’t win.
The best story does.
People don’t buy what you make — they buy what you make them feel. And the brands that win make people feel something real.
I’m Karl Dunn, Global Advertising Creative Director turned consultant. I show brands how to distill the human change they want to make, turn that change into a brand story, and turn that story into action.
Story Engineering is the art and science of designing a story people can feel — then building it into every product, policy, and pixel of your brand so it becomes the reason people trust you.
How does Story Engineering work?
There are three steps to engineering your story. Then the story makes the brand, the brand makes the story true.
1. Human Change: research the human change your brand wants to create - “People feel this, we want them to feel that.”
2. Story Creation: summarise that change into a one sentence story - the brand promise.
3. Story Engineering: Putting that story into every touchpoint of product, policy, and PR.
This doesn’t just build customer belief and trust — it drives clarity in your day to day, productivity in your teams, and word of mouth in the world.
Jonathan Grupp - Founder FlowUp
“After working with Story Engineering, building our app and business was easy. Our story gave us a clarity that saved time, funds, and energy. I wish we’d met Karl when we started.”
Come find me on LinkedIn.
Over the course of my global career, I’ve watched too many brands perish from telling the wrong story to the wrong audience. Or telling stories that aren’t true to who they are. Or telling no story at all.
On LinkedIn I write about brands, products, and people who did it right, and how, and what you can learn from them.
Hit me up there with any questions and queries. I’m telling and analysing stories there every day.
Brands we’ve worked with
Story Engineering Services
Story Sprint
Consultations with all stakeholders and category research to discover and craft your story. Interviews / Research / Human Outcome and Brand Story.
Story Engineering
Executing your story across your brand ecosystem - tailoring any ideations, executions, and self-auditing systems for your brand’s needs.
Story Monitoring
Monthly or quarterly audit by us of your story across all touchpoints.