Most organisations don’t have a strategy problem.
They have a story problem
You’ve done the due diligence. You’ve produced the decks. But your strategy isn’t translating into outcomes. Why? Because the story you’ve invested in isn’t the one that your team is telling – or that your customers actually experience.
This is the Story Gap™ – and fixing it is the fast, efficient and proven way to address the organisational, cultural and commercial friction that is holding your business back.
Nick, Sarah and the team help us make an impact where it counts
— Steph Bruning, Global Marketing Director, Framestore
Sarah and her team have an intuitive ability to connect with clients
— Jessica Felber, Strategic Communications Lead, Avery Dennison
Nick and his team helped us unify and empower our team and positively impact our company culture
— Dian McArtur, President, Furlined
Sarah and Nick led us through a powerful process of discovery that promises to be pivotal to the value chain
— Marika Zijp, Chief Strategy and Brand Officer
Nick, Sarah and the team help us make an impact where it counts
— Steph Bruning, Global Marketing Director, Framestore
Sarah and her team have an intuitive ability to connect with clients
— Jessica Felber, Strategic Communications Lead, Avery Dennison
Nick and his team helped us unify and empower our team and positively impact our company culture
— Dian McArtur, President, Furlined
Sarah and Nick led us through a powerful process of discovery that promises to be pivotal to the value chain
— Marika Zijp, Chief Strategy and Brand Officer
Nick, Sarah and the team help us make an impact where it counts
— Steph Bruning, Global Marketing Director, Framestore
Sarah and her team have an intuitive ability to connect with clients
— Jessica Felber, Strategic Communications Lead, Avery Dennison
Nick and his team helped us unify and empower our team and positively impact our company culture
— Dian McArtur, President, Furlined
Sarah and Nick led us through a powerful process of discovery that promises to be pivotal to the value chain
— Marika Zijp, Chief Strategy and Brand Officer
Nick, Sarah and the team help us make an impact where it counts
— Steph Bruning, Global Marketing Director, Framestore
Sarah and her team have an intuitive ability to connect with clients
— Jessica Felber, Strategic Communications Lead, Avery Dennison
Nick and his team helped us unify and empower our team and positively impact our company culture
— Dian McArtur, President, Furlined
Sarah and Nick led us through a powerful process of discovery that promises to be pivotal to the value chain
— Marika Zijp, Chief Strategy and Brand Officer
Who are St.Bailey?
Nick Bailey
is a multi-award winning storyteller from the world of advertising, named one of the world’s ‘top ten creative minds in Digital’ by Adweek.
Sarah Taylor
is an organisational change and communication expert with 20 years’ storytelling experience for Blackrock, Avery Denison & others.
Story Gap frameworks
Story Gap™: Talent
Every candidate is exposed to your story long before their first direct encounter. It's told through your media presence, job postings, peer and recruiter conversations, interviews and onboarding experience. When that story is consistent and compelling, talented people recognise themselves in your organisation. When it’s not, the wrong people apply, the right people opt out and expensive hires exit prematurely.
The Story Gap: Talent helps you understand where your story is resonating, where it's breaking down and how to create a candidate experience that consistently reflects who you are.
READ MORE
Story Gap™: Change
Organisations manage transformation through plans, workstreams, milestones and measures. People experience it differently. They experience a developing story about what is changing, what is being left behind, what will remain true and whether they still have a meaningful place in what comes next.
When that story is unclear or contradictory, resistance and uncertainty grow. The Story Gap™: Change provides the storytelling layer that connects transformation strategy with human meaning and behaviour.
READ MORE
Story Gap™: Customers
Every brand tells customers a story about what they can expect. But that story is ultimately judged through experience: the product, sales process, service interaction, website, communication and countless moments in between.
When those experiences reinforce the promise, trust grows. When they contradict it, even the strongest positioning begins to lose credibility.
The Story Gap™: Customers identifies the distance between the story you want customers to believe and the one their experience is actually telling them.
READ MORE
Story Gap™: Leadership
Leaders are among the most powerful storytellers in any organisation. Their words, decisions and behaviours continually signal what matters. But when leaders interpret the strategy differently, competing narratives quickly emerge and people are left to decide which version they should believe.
The Story Gap™: Leadership helps leadership teams align around a shared organisational story, while giving individual leaders the freedom to communicate it with credibility and in their own voice.
READ MORE
Story Gap™: Team
Teams perform best when people understand not only what the organisation is trying to achieve, but what that means for the decisions they make every day. Yet as strategy moves through an organisation, meaning gets lost. Priorities compete, leaders interpret things differently and people fill in the gaps for themselves.
The Story Gap™: Team helps create a shared narrative that connects organisational ambition with everyday work, giving people greater clarity about where the business is going, why it matters and the part they play in getting there.
READ MORE
working with us
We're not a consultancy – we're an advisory that does.
We'll help you diagnose your Story Gap, design the right interventions and equip your organisation to activate story as an operating system, without burdening you with unnecessary process.
READ MORE
Most organisations don’t have a strategy problem.
They have a story problem
You’ve done the due diligence. You’ve produced the decks. But your strategy isn’t translating into outcomes. Why? Because the story you’ve invested in isn’t the one that your team is telling – or that your customers actually experience.
This is the Story Gap™ – and fixing it is the fast, efficient and proven way to address the organisational, cultural and commercial friction that is holding your business back.
Nick, Sarah and the team help us make an impact where it counts
— Steph Bruning, Global Marketing Director, Framestore
Sarah and her team have an intuitive ability to connect with clients
— Jessica Felber, Strategic Communications Lead, Avery Dennison
Nick and his team helped us unify and empower our team and positively impact our company culture
— Dian McArtur, President, Furlined
Sarah and Nick led us through a powerful process of discovery that promises to be pivotal to the value chain
— Marika Zijp, Chief Strategy and Brand Officer
Nick, Sarah and the team help us make an impact where it counts
— Steph Bruning, Global Marketing Director, Framestore
Sarah and her team have an intuitive ability to connect with clients
— Jessica Felber, Strategic Communications Lead, Avery Dennison
Nick and his team helped us unify and empower our team and positively impact our company culture
— Dian McArtur, President, Furlined
Sarah and Nick led us through a powerful process of discovery that promises to be pivotal to the value chain
— Marika Zijp, Chief Strategy and Brand Officer
Nick, Sarah and the team help us make an impact where it counts
— Steph Bruning, Global Marketing Director, Framestore
Sarah and her team have an intuitive ability to connect with clients
— Jessica Felber, Strategic Communications Lead, Avery Dennison
Nick and his team helped us unify and empower our team and positively impact our company culture
— Dian McArtur, President, Furlined
Sarah and Nick led us through a powerful process of discovery that promises to be pivotal to the value chain
— Marika Zijp, Chief Strategy and Brand Officer
Nick, Sarah and the team help us make an impact where it counts
— Steph Bruning, Global Marketing Director, Framestore
Sarah and her team have an intuitive ability to connect with clients
— Jessica Felber, Strategic Communications Lead, Avery Dennison
Nick and his team helped us unify and empower our team and positively impact our company culture
— Dian McArtur, President, Furlined
Sarah and Nick led us through a powerful process of discovery that promises to be pivotal to the value chain
— Marika Zijp, Chief Strategy and Brand Officer
Who are St.Bailey?
Nick Bailey
is a multi-award winning storyteller from the world of advertising, named one of the world’s ‘top ten creative minds in Digital’ by Adweek.
Sarah Taylor
is an organisational change and communication expert with 20 years’ storytelling experience for Blackrock, Avery Denison & others.
Story Gap frameworks
Story Gap™: Talent
Every candidate is exposed to your story long before their first direct encounter. It's told through your media presence, job postings, peer and recruiter conversations, interviews and onboarding experience. When that story is consistent and compelling, talented people recognise themselves in your organisation. When it’s not, the wrong people apply, the right people opt out and expensive hires exit prematurely.
The Story Gap: Talent helps you understand where your story is resonating, where it's breaking down and how to create a candidate experience that consistently reflects who you are.
READ MORE
Story Gap™: Change
Organisations manage transformation through plans, workstreams, milestones and measures. People experience it differently. They experience a developing story about what is changing, what is being left behind, what will remain true and whether they still have a meaningful place in what comes next.
When that story is unclear or contradictory, resistance and uncertainty grow. The Story Gap™: Change provides the storytelling layer that connects transformation strategy with human meaning and behaviour.
READ MORE
Story Gap™: Customers
Every brand tells customers a story about what they can expect. But that story is ultimately judged through experience: the product, sales process, service interaction, website, communication and countless moments in between.
When those experiences reinforce the promise, trust grows. When they contradict it, even the strongest positioning begins to lose credibility.
The Story Gap™: Customers identifies the distance between the story you want customers to believe and the one their experience is actually telling them.
READ MORE
Story Gap™: Leadership
Leaders are among the most powerful storytellers in any organisation. Their words, decisions and behaviours continually signal what matters. But when leaders interpret the strategy differently, competing narratives quickly emerge and people are left to decide which version they should believe.
The Story Gap™: Leadership helps leadership teams align around a shared organisational story, while giving individual leaders the freedom to communicate it with credibility and in their own voice.
READ MORE
Story Gap™: Team
Teams perform best when people understand not only what the organisation is trying to achieve, but what that means for the decisions they make every day. Yet as strategy moves through an organisation, meaning gets lost. Priorities compete, leaders interpret things differently and people fill in the gaps for themselves.
The Story Gap™: Team helps create a shared narrative that connects organisational ambition with everyday work, giving people greater clarity about where the business is going, why it matters and the part they play in getting there.
READ MORE
working with us
We're not a consultancy – we're an advisory that does.
We'll help you diagnose your Story Gap, design the right interventions and equip your organisation to activate story as an operating system, without burdening you with unnecessary process.
READ MORE
Most organisations don’t have a strategy problem.
They have a story problem
You’ve done the due diligence. You’ve produced the decks. But your strategy isn’t translating into outcomes. Why? Because the story you’ve invested in isn’t the one that your team is telling – or that your customers actually experience.
This is the Story Gap™ – and fixing it is the fast, efficient and proven way to address the organisational, cultural and commercial friction that is holding your business back.
Nick, Sarah and the team help us make an impact where it counts
— Steph Bruning, Global Marketing Director, Framestore
Sarah and her team have an intuitive ability to connect with clients
— Jessica Felber, Strategic Communications Lead, Avery Dennison
Nick and his team helped us unify and empower our team and positively impact our company culture
— Dian McArtur, President, Furlined
Sarah and Nick led us through a powerful process of discovery that promises to be pivotal to the value chain
— Marika Zijp, Chief Strategy and Brand Officer
Nick, Sarah and the team help us make an impact where it counts
— Steph Bruning, Global Marketing Director, Framestore
Sarah and her team have an intuitive ability to connect with clients
— Jessica Felber, Strategic Communications Lead, Avery Dennison
Nick and his team helped us unify and empower our team and positively impact our company culture
— Dian McArtur, President, Furlined
Sarah and Nick led us through a powerful process of discovery that promises to be pivotal to the value chain
— Marika Zijp, Chief Strategy and Brand Officer
Nick, Sarah and the team help us make an impact where it counts
— Steph Bruning, Global Marketing Director, Framestore
Sarah and her team have an intuitive ability to connect with clients
— Jessica Felber, Strategic Communications Lead, Avery Dennison
Nick and his team helped us unify and empower our team and positively impact our company culture
— Dian McArtur, President, Furlined
Sarah and Nick led us through a powerful process of discovery that promises to be pivotal to the value chain
— Marika Zijp, Chief Strategy and Brand Officer
Nick, Sarah and the team help us make an impact where it counts
— Steph Bruning, Global Marketing Director, Framestore
Sarah and her team have an intuitive ability to connect with clients
— Jessica Felber, Strategic Communications Lead, Avery Dennison
Nick and his team helped us unify and empower our team and positively impact our company culture
— Dian McArtur, President, Furlined
Sarah and Nick led us through a powerful process of discovery that promises to be pivotal to the value chain
— Marika Zijp, Chief Strategy and Brand Officer
Who are St.Bailey?
Nick Bailey
is a multi-award winning storyteller from the world of advertising, named one of the world’s ‘top ten creative minds in Digital’ by Adweek.
Sarah Taylor
is an organisational change and communication expert with 20 years’ storytelling experience for Blackrock, Avery Denison & others.
Story Gap frameworks
Story Gap™: Talent
Every candidate is exposed to your story long before their first direct encounter. It's told through your media presence, job postings, peer and recruiter conversations, interviews and onboarding experience. When that story is consistent and compelling, talented people recognise themselves in your organisation. When it’s not, the wrong people apply, the right people opt out and expensive hires exit prematurely.
The Story Gap: Talent helps you understand where your story is resonating, where it's breaking down and how to create a candidate experience that consistently reflects who you are.
READ MORE
Story Gap™: Change
Organisations manage transformation through plans, workstreams, milestones and measures. People experience it differently. They experience a developing story about what is changing, what is being left behind, what will remain true and whether they still have a meaningful place in what comes next.
When that story is unclear or contradictory, resistance and uncertainty grow. The Story Gap™: Change provides the storytelling layer that connects transformation strategy with human meaning and behaviour.
READ MORE
Story Gap™: Customers
Every brand tells customers a story about what they can expect. But that story is ultimately judged through experience: the product, sales process, service interaction, website, communication and countless moments in between.
When those experiences reinforce the promise, trust grows. When they contradict it, even the strongest positioning begins to lose credibility.
The Story Gap™: Customers identifies the distance between the story you want customers to believe and the one their experience is actually telling them.
READ MORE
Story Gap™: Leadership
Leaders are among the most powerful storytellers in any organisation. Their words, decisions and behaviours continually signal what matters. But when leaders interpret the strategy differently, competing narratives quickly emerge and people are left to decide which version they should believe.
The Story Gap™: Leadership helps leadership teams align around a shared organisational story, while giving individual leaders the freedom to communicate it with credibility and in their own voice.
READ MORE
Story Gap™: Team
Teams perform best when people understand not only what the organisation is trying to achieve, but what that means for the decisions they make every day. Yet as strategy moves through an organisation, meaning gets lost. Priorities compete, leaders interpret things differently and people fill in the gaps for themselves.
The Story Gap™: Team helps create a shared narrative that connects organisational ambition with everyday work, giving people greater clarity about where the business is going, why it matters and the part they play in getting there.
READ MORE
working with us
We're not a consultancy – we're an advisory that does.
We'll help you diagnose your Story Gap, design the right interventions and equip your organisation to activate story as an operating system, without burdening you with unnecessary process.
READ MORE