— THE LIBRARY
Field notes on
story.
A curated collection of essays, frameworks, and field guides — drawn from Flora's work with founders, executives, and brands. Open to anyone willing to think carefully about how leaders communicate.
— THE LIBRARY
Recent writing.
Why most founder stories fail in the room.
The four story moves that distinguish founders who land from founders who don't — drawn from a decade of directing principal interviews.
The Three Audiences Framework.
How to write one talk that lands with the board, the team, and the customer — without watering down the story for any of them.
What HBO taught me about leader interviews.
Notes from the chair: the unglamorous craft of getting a guarded executive to actually say something true on camera.
Story as infrastructure.
A keynote on why narrative belongs in the same conversation as capital, talent, and product — and what changes when leaders treat it that way.
The Pre-Camera Checklist.
A working document we send executives the week before a major shoot. The questions to answer, the stories to mark, the ground to cover before any camera turns on.
The difference between a story and a pitch.
A short note on a distinction most founders never make — and why it costs them every time they walk into a room.
— THE QUIET LIST
A note from Flora, once a month.
One short letter on story, leadership, and craft. Sent the first Sunday of every month. No frequency tricks, no marketing layer.
— Begin
Ready to see your story clearly?
We take on a small number of consulting engagements each year. A strategy call is the first conversation.