That changed when I joined Slack. Competing against Microsoft Teams, I knew we needed more than good marketing—we needed a silver bullet. One evening, scrolling through a Facebook group, I saw Storyworthy mentioned. Halfway through the book, I knew this was the answer, but I needed to learn fast. I cold-emailed the author, Matthew Dicks, and that bold move turned into an apprenticeship with the Michelangelo of storytelling.

Under Matt’s mentorship, I mastered the craft of storytelling—humor, vulnerability, suspense, and stakes. Together, we created Slack’s competitive narrative against Microsoft, a story so powerful it was used for two years. Later, I wrote Slack’s first product narrative, coaching the marketing team to align behind a cohesive story that didn’t just resonate internally but also created a category and inspired customers.

When Salesforce acquired Slack, my storytelling skills became key to bridging the two brands. The narrative I crafted for Dreamforce not only connected the dots for why the acquisition made sense, but won over even the toughest audience: skeptical sales teams.