Create a message your entire business can execute
Turn clarity into an experience customers choose
Build a competitive advantage that’s hard to copy
Is unclear messaging and a bland customer experience costing you growth?
You know your business needs better marketing, but your message isn't clear, so it's hard explaining to customers what you do in a way that sounds compelling and confident.
Even when customers do engage, the experience doesn't always reinforce what you promise. Delivery varies, and moments that should build trust and loyalty are inconsistent.
Does this sound familiar?
- “Creating our brand message still feels like guesswork.”
- “We understand StoryBrand, but we struggle to apply it consistently.”
- “Our service is good, but it does not stand out.”
- “We want loyalty, but we mostly get one-off transactions.”
You are doing good work. But when message and experience are not aligned, it becomes harder to stand out, harder to build trust, and harder to become the obvious choice.
You do not need more theory. You need the right guidance.
When your message is unclear and your customer experience is inconsistent, progress stalls. Not because you're doing the wrong things, but because you are trying to fix complex problems without enough clarity or support.
That is why our two-day workshop exists. To solve that for you. Led by STORY22 and Dr J.J. Peterson - you'll learn how to simplify, apply, and execute - expertly guided through the work that most teams struggle to do alone. You'll not just hear ideas. You'll work through the actions specific to your business, and receive direct feedback as you go.
This is guidance designed to help you make confident decisions, remove confusion, and move forward with clarity.
Not just for a day, but for the long term.
Two Days. Two Powerful Shifts.
Across two focused days at the De Vere Grand Connaught Rooms, you’ll figure out how your business becomes the obvious choice:
How you position your business - and how customers experience you.
Each day stands alone. Together, they change how your business shows up in the world.
Day One: StoryBrand - Clarity That Converts
If customers don’t understand you, they don’t choose you.
Day One is about sharpening your message until it’s unmistakable. This is a hands-on working session where you’ll:
- Clarify what you offer and why it matters
- Remove confusion from your messaging with the StoryBrand 7-step framework
- Refine your positioning so customers instantly “get it”
- Create language your entire team can use consistently
Day Two: Unreasonable Hospitality - Experiences That Win Loyalty
Clear messaging wins attention. Memorable experiences win loyalty.
Day Two is about designing the moments that shape how customers feel about your brand.
You’ll work on:
- Identifying the touchpoints that build (or break) trust
- Creating deliberate, human experiences that stand out
- Turning everyday interactions into reasons customers stay and refer
- Understanding how to systemise an intentional customer journey
What’s Included in the StoryBrand and Unreasonable Hospitality 2-Day Workshop
Across two focused, in-person days, you will work through both your brand message and your customer experience, with practical support to help you apply what you learn.
Your ticket includes:
This is not a conference or a lecture.
It is a working environment designed to help you leave with clearer decisions, sharper language, and a more intentional experience strategy.
Get Guidance From The StoryBrand Experts Trusted by Top Brands
Meet Your Speakers
Dr J.J. Peterson
Since 2013, Dr J.J. Peterson has helped thousands of organisations sharpen their messaging using the StoryBrand Framework, enabling them to grow with clarity and confidence. He holds a PhD in Communication and brings more than two decades of experience teaching and applying communication theory in real-world settings. J.J.’s background spans academic study and cultural leadership. His client list includes Microsoft, Certified Angus Beef, Tempur Sealy, Will Guidara, Amy Porterfield, Scott Hamilton, among many others. Today, J.J. works internationally, delivering keynotes and hands-on workshops that help businesses articulate what they do, why it matters, and how to grow.
Julie Firth
Julie Firth is a marketing and brand messaging strategist, trainer and speaker, and co-founder of award-winning StoryBrand Certified Agency STORY22. With extensive experience developing and implementing impactful customer communication campaigns, Julie holds an MA in Strategic Marketing and helps organisations adapt their marketing for how people think, search, evaluate and choose. She has more than 15 years’ experience in the field and specialises in brand positioning, helping clients develop customer-focused messaging, marketing and customer experiences that connect faster and will be remembered forever.
Sonya Whittam
Sonya Whittam is co-founder of STORY22 with more than a quarter of a century's experience in marketing, sales and business development. She works with organisations to define positioning and growth strategy and develop highly efficient customer journeys. Specialising in simplifying complex marketing systems, Sonya helps teams build clear, measurable marketing that performs in both classic search environments and emerging AI-powered search experiences. With Sonya's help, countless business owners and sales and marketing teams have dramatically improved marketing ROI, unlocked unrealised potential and increased profits through strategic marketing.
“J.J. helped us make strategic shifts that brought our messaging into laser-sharp focus with the kind of clarity that not only resonates, but converts. We zeroed in on what makes our product stand out in today’s evolving market, uncovered the exact objections our audience is facing right now, and clarified how to meet them where they are, without overhauling what’s already working. It was part storytelling workshop, part strategy sprint, and 100% game-changing.”
Amy Porterfield, Online Marketing Expert, NYT Bestselling Author of Two Weeks Notice, and Podcast Host
“ J.J. has this uncanny ability to help you get the ideas out of your brain and onto the page in a way that sounds like you—but sharper, clearer, and more organised. He has an amazing ability to make a message better and more impactful, without ever losing the spirit behind it.”
Will Guidara, Restauranteer and NYT Bestselling Author of Unreasonable Hospitality
‘I felt like I couldn't move my business in the right direction. It was clear STORY22 understood what I needed. Now I have a clear direction and message for my company. Mostly still my own words, but with confidence, they are the right words’
AJ Littlejohn
VIP UPGRADE: Make it a complete week - add
The Visible Leader Intensive on Friday
Day 1 clarifies your company story.
Day 2 elevates how you show up for your customers.
Day 3 - The Visible Leader VIP on Friday June 12 - is your chance to build the personal brand that makes you impossible to overlook.
In that sequence, everything compounds.
We are delighted to be partnering with Brand Growth Strategist Beth Carr and Brand Positioning & Strategic Copywriter Katie Lantukh who specialise in helping founders and leaders turn their personal brand into a natural extension of their business - so how you show up carries the same clarity and impact as everything you’ve built.
Leaders who attend all three days consistently say the personal brand work lands at a completely different depth when they've already done the company and customer work. The frameworks feed each other.
Day three is a small group intensive for just 15 people. What you get:
✦ Pre-work digital footprint audit (60-min group Zoom, 3 weeks before)
✦ Private breakfast + company story vs. personal story divergence
✦ LinkedIn headline and About section rewritten live in the room
✦ Your visibility plan mapped to your specific next chapter goals
✦ 30 days of direct access to two expert brand strategists after the day
- Note bookings for the 3-day complete package will be handled by our strategic partner Fortified Branding. If you have any questions around this please let us know.
HOW YOU BECOME THE OBVIOUS CHOICE
A clear, practical approach you can apply to your business
What changes when clarity and experience align
When your message is clear and your outstanding customer experience is intentional, hesitation of who to choose disappears. Customers understand you faster, trust you sooner, and recommend you to others in a heartbeat.
You leave this workshop knowing what to say, why it matters, and how to deliver on it consistently.
You will:
When message and experience work together, marketing becomes simpler, teams act with confidence, and customers choose you more easily. That is how you stop being compared, and start being recommended.
FAQ StoryBrand and Unreasonable Hospitality Workshops
Who is this workshop for?
This is for founders and leadership teams who know their business is strong, but two things are costing you momentum: your message is not consistently landing, and your customer experience is not consistently reinforcing what you promise. If you are scaling, repositioning, launching a higher-value offer, or trying to build more loyalty and repeat business, this will feel practical quickly.
Day One is for teams who want StoryBrand clarity they can actually execute across their website, marketing, and sales conversations.
Day Two is for teams who want to apply Unreasonable Hospitality principles to design a more deliberate customer journey, the kind that makes customers stay, refer, and choose you again.
You’ll get structure, working time, and feedback so you leave with decisions and usable outputs, not a notebook full of “good ideas”.