For businesses, great storytelling must thread its way through all communications to create a consistent premise that attracts people and creates a deeper relationship. Everything from websites to employee engagement, collateral materials to marketing communications, even product copy and annual reports—it all needs to further the brand’s narrative.

So then why, for most brands, doesn’t it?

Because many businesses, agencies, and writers just don’t get it or, frankly, don’t care. They compartmentalize their thinking, pick favorite channels to work in, and don’t discipline themselves to thread a story through all different channels to make each of those communications work harder.


Story threading is an art that expands a business’s influence exponentially—and it requires a skilled and dedicated artist and writer who can do it.



Kevin Roddy 


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