"Become aware what is in you. Announce it, pronounce it, produce it and give birth to it." - Meister Eckhart


What is StoryCoaching?

Story coaching is an approach to life, business, and leadership coaching that focuses on the stories you tell and the stories around you. When you work with me, we explore your life story. It's the key to success. It's your roadmap. It will reveal how you got to where you are today and suggest where you're going. If you're not using it effectively, we'll work on that.

We also explore the stories you tell others and how you tell them; in short, we'll make you a compelling storyteller and speaker who speaks from the heart as well as the head. You'll become someone who understands and appreciates storytelling as a creative and effective mode of communication.

In addition to the above, we'll explore the stories within your organisation. Are they nourishing? or sapping morale and energy from your business? Are you listening to the stories around you?

StoryCoaching for Professional Development

Everyone has a story to tell, but many lack the confidence or skills to tell their story effectively. Many remain quiet, hoping things will work out. Yet, if you’re not telling your story, who is?

Businesses can't afford not to be telling their story and neither can you. Having a compelling story increases your chances of being heard, whether that's because you have a new idea, a strategy, or vision to communicate. Talks, speeches, presentations all work better when there's a compelling story at the heart spoken with an authentic voice, not to mention marketing and branding your services and products. It's a proven fact: people relate to and remember stories.

StoryCoaching offers you the opportunity to explore the exciting world of story and invites you to get in touch with the power of your “inner storyteller”. Unlock the secret wisdom that stories hold and apply it to your professional development. Learn the skills and techniques used by leading storytellers and speakers to tell stories that attract clients, stories that demonstrate your leadership, stories that create powerful messages about who you are and what you offer the world.

StoryCoaching can help you discover the stories you need to tell to bring success and greater satisfaction in your business and professional life.

If you’re ready to become a compelling storyteller or speaker, then StoryCoaching is for you. If you’re ready to step up and transform your life and business, StoryCoaching is for you. If you’re ready to become the transformative leader you want to be, StoryCoaching is for you. Start telling your stories today; the world is waiting to hear you. . . . And so am I.

StoryCoaching for Personal Development
Many people come to StoryCoaching in order to gain the confidence and skills to tell their stories. StoryCoaching invites them to explore the art of storytelling and engage in conversations and exercises which deepen their understanding and appreciation of their relationship with story, their audience, and their inner storyteller. The process can be therapeutic but it is not a replacement for professional counselling or therapy; I can advise you if these might be more suitable.

Many people enter into StoryCoaching sessions in order to improve their storytelling skills. They may be parents or grandparents wanting to deepen their relationships with their children and grandchildren.

Some people desire to use story in their work as therapists, counsellors, nurses, doctors, mental health and community workers, in short, those who work closely with people and where story is essential to healing relationships and well-being.

StoryCoaching is also helpful to those who pursue storytelling as a hobby or profession, whether part-time or full-time. I currently run a couple of StoryCoaching groups in Edinburgh and see a number of storytellers on a one-to-one basis. Some are oral tellers, others are writers, and still others are actors, scriptwriters, and storytellers using the internet and other digital media.

StoryCoaching for Transformational Leadership
Narrative competence is essential to negotiating transition and creating positive transformation in self and others. Story coaching for leaders focuses on transforming leaders into effective storytellers.

By focusing on your own story, story coaching celebrates your leadership. It also promotes your personal and organisational brand. Story coaching explores the values, history, philosophy, ethics, morals and influences at work in the stories you tell in the belief that a transformative leader must be mindful of these essential elements in his or her story.

“Know thyself” is a core belief of the transformational leader. A typical story coaching session might explore your life story in order to understand more fully the values and moral compass that guide you through life. I often work with the archetypal “hero's journey” motif as a way of diving deeper into the meaning of your story. Other sessions would examine the stories you tell yourself and others about how you came to be where you are today. We look at how life stories can be drawn upon to add value and interest to your speeches and presentations.

We might also examine your organisation's story and the versions that exist in the company or in your community. Is everyone telling the same story? Are you in control of the story? If not, who is?

Other sessions will examine how to integrate personal and organisational stories to create a public narrative that inspires and motivates others with your vision for the future. Stories move people and bring desired behaviours and positive results. Stories are memorable long after PowerPoint presentations have faded in to obscurity.

StoryCoaching supports you in creating stories that can change your world. It encourages you to speak these stories from the heart with an authentic voice. StoryCoaching teaches you effective presentation and speaking skills and techniques to make you a 'must-hear' speaker and storyteller.

Transformational leaders are transformational storytellers who understand when to use the right story at the right time for the right audience. StoryCoaching invites you to bring greater awareness to your speaking style in order to learn more about yourself, your organisation, and the public narrative that will gain confidence, trust and respect from your clients, colleagues and your community.

 In April 2012, I began co-facilitating the Aberdeen Leadership Forum with Norton Bertram-Smith of On Purpose. Our course is entitled "A Narrative Approach to Transformational Leadership".

The Forum invites corporate and community leaders to explore narrative and leadership as a way of transforming the way we do business. Utilising our natural storytelling and inquiry skills, we seek to encourage leaders in their capacity to create and manage meaning through creative expression and authentic and mindful communication.

To learn more about this innovative programme, contact Norton at norton@onpurpose.co.uk. Places are limited.

If you and/or your organisation could benefit from a narrative approach to transformational leadership, contact me at iamthestoryteller@gmail.com or contact my colleague Norton at norton@onpurpose.co.uk (On Purpose)

Read about our first year in the Aberdeen Business News.

Who Can Benefit from StoryCoaching?

- executive leaders, managers, salespeople
- teachers and classroom assistants
- community leaders, youth workers, social workers and other care workers
- guides, curators, interpreters, facilitators
- event organisers and spokespersons
- therapists & counsellors
- film-makers, artists, writers, actors, comics
- parents and grandparents
- anyone who wants to improve their storytelling / communication skills for work or personal life.

Individual and small group sessions available. Skype sessions available too. Purchase sessions as-you-go or save on pre-paid bundles. Contact me for further details at iamthestoryteller[at]gmail[dot]com.

Previous Clients
I am a regular workshop facilitator and trainer whose clients have included the following:
  • Scottish Parliament
  • VisitScotland
  • Church of Scotland
  • National Museum of Scotland
  • National Library
  • Action for M.E.
  • Macmillan Cancer Support
  • Children in Scotland
  • Children 1st 
  • Middle Eastern Festival of Spirituality and Peace
  • Scottish Institute of Marine Technology
  • Edinburgh University
  • Aberdeen University Special Collections
  • On Purpose Leadership Consultants
and many others including schools, charitable and community organisations.

I am passionate about story and coaching others to success. I believe a transformational leader is one who is a confident and creative narrative practitioner who knows how to use story to educate, entertain and inspire others in order to bring about positive change and satisfaction.

I'm a father to three young sons and a grandfather to a six-year old grandson. I currently live on the shores of the Moray Firth in the Scottish community of Findhorn near Inverness.

Are you ready to unleash the transformative power of your inner storyteller? Are you ready to discover the stories that you need to tell to begin making positive changes in your life? To book your first session click on the "Book Now" button.                                      


"Working with Michael is inspiring and fun; and pulls you to be fully engaged from start to finish." Norton Bertram-Smith, Leadership Coach, On Purpose, Aberdeen Scotland

“The Forum provides access to a rich canvas of approaches to constructing compelling stories about where the organisation is going – that other people can relate to – which generates very positive outcomes for all.”  Les Thomson, Oil and Gas Operations Manager 
[On working with Michael in Aberdeen Leadership Forum]

"I’ve found that since I started focussing on articulating the narrative of my life and business I’m seeing stories everywhere. It’s much easier to engage if you have something interesting to talk about and Michael helps even stoic Northern Scots like myself talk about themselves and their businesses with confidence." Pete Henderson, Director, PiSys, Aberdeen Scotland and participant in "Narrative Approach to Transformational Leadership" programme

"Your story coaching sessions give me the space and time to get deep into the stories that call to me. I always learn something new from hearing the story through the ears of my story coach and my fellow coachees. There's a personal development side to all this too. Through story coaching I grow not just as a storytelling artist, but also as a human being." Alette Willis, Author and Research Fellow, School of Health in Social Science, Edinburgh University 

"Your style of coaching has a spiritual essence to it which suits my personal desire for inner growth and development. Through working with you I feel I am gently guided towards deepening my storytelling skills whilst, at the same time, I have my personal challenges and fears put before me to respond to. . . . I have gained clarity and focus from our sessions, and felt more confident and encouraged to progress on what has now become a storytelling vocation."  Paula Cowie, Manager of Earthship Project and co-founder of the Kingdom Krack Storytellers, Fife Scotland.

"I would say that the benefits of coaching with the group run by Michael Williams have been invaluable in my development as a professional storyteller - actually I do not really believe that I could have achieved my current position without coaching. . . . This journey of discovery has led me to find hidden resources of confidence that I did not know existed. . . . In some ways this process could be seen as reclaiming aspects of my psyche into the light of day - and rediscovering ways that we can play together in the worlds of story."  Daru McAleece, Druid Storyteller, Forest School practitioner, Scotland

"Words can not do justice to the profound impact these workshops made on my life." Catherine Howatt-Dickson, Artist/Performer, Prince Edward Island Canada

"Michael is a popular, inspiring, inclusive and very effective facilitator." Neill Walker, Festival Director, International Middle Eastern Festival of Spirituality and Peace, Edinburgh Scotland

"I thoroughly enjoyed Michael's storytelling coaching. Michael has a great way of making a person very comfortable in opening up. Before him, I didn't realize that I had so many of my own stories to tell." Stacy Dunn, Journalist, Charlottetown Prince Edward Island Canada

"Cannot tell you how much I am enjoying - and benefitting from - the sessions so far. I am keen to drink in as much of your experience as I can." Nils Ling, storyteller, actor, writer and broadcaster, Prince Edward Island Canada

"The visualisation exercise and hero structure was really valuable as was having time to share my story." M. Phillip, Dundee University, Scotland

For more info, click here or contact me at iamthestoryteller[at]gmail[dot]com

or book a session by clicking on the "Book Now" button.


"We have received only very positive reports of your workshop, and must thank you for being so flexible and responsive both before and in the course of implementing the workshop. It has been lovely to work with you. . . . We are hopeful this project will give rise to future storytelling endeavours, and would be very happy to work with you again if the opportunity arises!" Muireann Crowley, At Home in Scotland, University of Edinburgh, May 2014 ("Storytelling, Research and Public Engagement" workshop)

Michael Williams is a a storyteller of compelling skill. He is also a fine human being who engages in all situations and draws people into the warmth of communication and shared experience." Donald Smith, Director, Scottish Storytelling Centre, Edinburgh Scotland

"Michael's understanding of storytelling within a leadership and business context has helped us provide a great service in helping leaders determine their personal and organisational destiny and legacy. Working with Michael is inspiring and fun; and pulls you to be fully engaged from start to finish." Norton Bertram-Smith, Managing Director and Leadership Consultant for On Purpose.

Kamink: the little boy who grew into a giant of a man

Blues and Roots Radio

Blues and Roots Radio
Check out my weekly storytelling radio show, The Teller and the Tale on bluesandrootsradio.com.

Creative Scotland

Creative Scotland
I'm grateful to Creative Scotland for its support.