STORY IS STRATEGY
We help you tell it with purpose, clarity, and conviction.
Clarify
1. Brand Clarity & Positioning
Uncover the core of who you are and what sets you apart.
Define a clear, human, and compelling narrative that aligns leadership and guides decision-making.
Create
2. Leadership Communications & Executive Positioning to
help leaders articulate direction, purpose, and strategy in ways that create trust and momentum.
From speeches to messaging to internal alignment, clarity drives action.​
Connect
3. Organizational Story Alignment
Ensure your values, culture, and communications are coherent across teams, stakeholders, and customers.
A unified story builds confidence internally and connection externally.
WHY IT MATTERS
Clarity isn't cosmetic-It's strategic
The organizations that win aren’t the ones making the most noise. They’re the ones who know who they are and communicate it relentlessly — inside and out.
When your story is clear, everything becomes easier:
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Decisions sharpen
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Talent aligns
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Customers connect
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Confidence grows
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Strategy gains traction
In a world defined by fractured attention, your brand can become the emotional nexus between your product and it's constituents.
MY APPROACH
I bring a strategist’s discipline, a communicator’s instinct, and a media leader’s understanding of how customers actually behave.
My work is grounded in decades leading award-winning creative, communications, and brand teams — including navigating the transformation of one of Canada’s largest media organizations through massive shifts in culture, technology, and audience demand.
I’ve seen firsthand:
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How organizations lose clarity
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How leaders struggle to communicate through change
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How disconnected stories erode trust
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And how the right narrative realigns everything
I don’t do jargon, excessive decks, or bloated consulting engagements. I work directly with leaders to find the truth at the center of their organization — and express it clearly.
About
Johnny Michel
Strategic Brand & Media Transformation Advisor
Founder & Principal, What’s Your Story? Advisory
I’ve spent my career helping organizations navigate change — in their brand, their communications, their culture, and their audience relationships.
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From leading major media transformations at CBC, to building award-winning creative and communications teams, to advising leaders on defining vision and direction, my work sits at the intersection of strategy, story, and leadership.
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I believe organizations succeed when they are anchored in clarity:
Clarity of purpose.
Clarity of expression.
Clarity of identity.
Because in a world of infinite content and disappearing attention, clarity creates trust — and trust drives everything.
WHO I WORK WITH
I work with leaders and organizations who are:
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Entering a period of transformation
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Repositioning their brand
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Clarifying their strategic direction
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Realigning culture and communications
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Preparing leadership transitions or narrative resets
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Seeking stronger internal and external messaging
You’re not hiring me for marketing.
You’re hiring me for clarity, conviction, and the ability to articulate the brand's truth at the center of your organization.
HOW WE WORK TOGETHER
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Brand Clarity Intensive (1 Day)
A fast, focused working session to define who you are, what you stand for, and how to express it.
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Leadership Communications Advisory (Ongoing)
Support for CEOs and senior leaders navigating complex communications, narrative resets, or cultural alignment.
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Organizational Story Alignment (Project)
Building the core narrative, messaging, and internal/external alignment needed for transformation or growth.