Marketing

The Golden Circle

For understanding how great leaders and orgs inspire action by starting with a clear sense of purpose.

StoryBrand Framework

Focuses on the seven elements necessary for helping your customer.

The Hook Model

A four-step process that encourages user engagement and promotes habit formation.

Self-Us-Now Framework

Help individuals and groups connect personal stories to collective action.

Pixar Storytelling Formula

Turn complex ideas into clear cause-and-effect stories people remember.

5A Marketing Model

focusing on how brands can guide prospects from awareness to advocacy.

Hero's Journey Storytelling Framework

A storytelling framework that makes your message relatable, memorable, and impactful in any context.

The Innovation Story Framework

Narrate how an idea was born, built, and scaled to demonstrate its real-world impact.

ICARE Model

Build a service culture that turns everyday interactions into lasting customer loyalty.

4C Marketing Model

For building customer-focused marketing strategies.

Self-Us-Now Framework: The Art of Public Narrative

Help individuals and groups connect personal stories to collective action.

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Applications

Presentation Skills Brand Positioning

Framework Card

Self-Us-Now Framework

Goal: Turn passive listeners into active participants by linking values to action.
Flow: Self (Values) → Us (Community) → Now (Action)
Best For: Political campaigns; Advocacy movements

Check-In

Introduction

The "Public Narrative" structure. Connect your personal story to a shared purpose and an urgent call to action.

Framework Logic

Key Components of the Framework

Strong communication skills are essential in business, and storytelling is one of the most powerful tools for effective communication.

The Self-Us-Now storytelling framework, developed by Marshall Ganz, is a powerful communication tool used to inspire action, particularly in community organizing, advocacy, and leadership contexts.

Ganz, a Harvard professor and longtime activist, designed this framework to help individuals and groups connect personal stories to collective action.

Deep Read

Key Components of the Framework

Story of Self

Tell who you are, the value you hold, and why you care.

This part is about sharing your personal journey, values, and experiences. It focuses on what motivates you and why you care about the cause or issue at hand.

The "Story of Self" allows you to build credibility and authenticity with your audience by showing vulnerability and passion.

The Self establishes an emotional connection and authenticity.

Story of Us

Create a sense of unity with the audience by explaining shared values and goals. It answers the question: Who are we together, and what do we stand for?

This is about creating a collective identity by connecting your personal story to the experiences and values of the group you are addressing.

The "Story of Us" emphasizes shared values, experiences, and challenges. It encourages the audience to see themselves as part of a larger community or movement.

The Us strengthens that connection by creating a shared identity and purpose.

Story of Now

This component focuses on the urgency of the current moment. It calls the audience to action by outlining the immediate challenges or opportunities and framing why it’s critical to act now.

The "Story of Now" pushes people to move from reflection to action. It answers the question: What is at stake, and why must we act now?

The Now moves the audience toward action by emphasizing the urgency of the moment.

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