The Fable DEX

Ideas for seeing your business more clearly—and deciding what to do next.

Articles

Shape

Find what needs to change. Understand your customers, clarify your offer and choose a direction.

Shape

EDG to EDGE

EDG has closed to new applications. Where to check current support before planning brand and business strategy work.

Shape

Offer Clarity

A practical test for whether customers can understand what you sell, who it is for, and why it matters.

Shape

Positioning Drift

Spot where your offer, website and sales conversations have grown apart, then decide what needs to change.

Shape

Decision Criteria

Find what customers weigh before choosing you, then put useful evidence where they need it.

Shape

Why Shape Comes First

Clear direction should guide what a business builds, and growth should amplify something worth choosing.

Shape

Value Proposition Canvas

Map the fit between an offer and a customer’s needs, then test the assumptions before building more.

Shape

Brand Archetypes

Use familiar character patterns to make brand behaviour clearer, then check whether the experience supports it.

Build

Make the direction real. Build the identity, website, tools and communications your business needs.

Build

Earn Website Trust

The questions a business website must answer before design can turn attention into confidence.

Build

Guidelines People Use

A brand or content system succeeds when it helps people make consistent decisions without removing judgement.

Build

Before You Build

Decide what should become easier for your customer before choosing what to build.

Build

Story Architecture

Arrange the problem, decision and evidence so readers can see what changed and why it mattered.

Build

Tone Mapping

Help your team sound recognisably like your business while responding appropriately to each situation.

Grow

Reach the right people. Use content, search and campaigns, then learn from the response and improve.

Grow

Distribution Before Volume

Why publishing more cannot fix a weak relationship between useful ideas, the right audience, and a reliable way to reach them.

Grow

Search Intent

Understand what a searcher needs to decide, then build a page that helps them continue.

Grow

Conversion Friction

The uncertainty, effort, and interruptions that make a reasonable next step feel harder than it should.

Grow

Content Pillars

Turn customer questions into recurring themes that give every piece of content a reason to exist.

Grow

Narrative Transportation

Why readers become absorbed in a story, and how to give business writing human stakes without outrunning the evidence.

Books can’t listen.

Bring the question you’re stuck on. Let’s understand your business and discuss what comes next.

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