# Module 60 — Narrative / Story

> **Frameworks:** Neumeier trueline · Brand story arc (context → conflict →
> resolution → invitation) · Hero's journey (brand as guide, client as hero)
>
> **Goal:** Crystallise the brand's founding story and its narrative arc — the
> conflict it was built to resolve, the transformation it delivers, and the
> invitation it extends to clients. The trueline is the single sentence that
> holds every story the brand tells.

---

## Raw

<!-- Verbatim quotes and stories. -->

### The founding story (what happened, when, why this — not the polished version)

### The conflict or frustration that made the brand necessary

### What the world looks like when the brand's work succeeds (the transformation)

### A client story that best illustrates what the brand does and why it matters

### What would be lost if the brand didn't exist? (brand obituary prompt)

### The invitation: what does the brand ask clients to do or believe?

---

## Synthesis

### Trueline draft (Neumeier: "[Brand] is the only [category] that [unique claim].")

>

### Alternative truelines (2–3 variations, vary level of abstraction)

1.
2.
3.

### Brand story arc

| Beat | Content |
|---|---|
| **Context** (the world before) | |
| **Conflict** (what's broken / wrong) | |
| **Resolution** (what the brand does about it) | |
| **Invitation** (what the client is asked to do) | |

### The brand as guide (not hero) — what the client achieves, not the brand

### Open questions / tensions with Module 20 Positioning and Module 10 Why