The Narrative ConsultancyAdam Etzion
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The Narrative Consultancy

I turn complex ideas into stories that investors, customers, and talent believe in.

Brand and narrative strategy for founders, companies, NGOs, and executives.

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“He's a kind of ‘Story Doula’: he knows how to ask the questions that help founders draw out the story that's already inside them.” Avishag Bohbot · Founder, Velocity · Co-founder, Apex Read the full testimonial ↓
“He took what we were building and shaped it into a narrative that investors and customers immediately get.” Eylon Ginsburg · CEO & Co-founder, Stealth Read the full testimonial ↓
Adam Etzion, with a backpack, on a mountain path above the sea
Stories are how we make sense of the world.

When we ask someone who they are, we're asking for their story. When we face a decision, we weigh it against our own.

For a founder or a company, the right story can be the difference between winning the market and shelving the project.

I'm a brand and narrative strategist. I work with teams building complex technologies, intricate business models, and ambitious visions to define the strategic story at their core: who they are, where they stand, and why it matters now. Your brand, your pitch, and everything else is built on that story. Together, we'll find yours and put it to work.

Services

Strategy first. Then everything it powers.

Every engagement starts with the strategic story at the core of your company, and then carries it into your pitch, your launch, and your team.

01
The core of what I do

Brand & Narrative Strategy

Before the deck, the website, or the campaign comes strategy: who you are, who you’re for, and what you stand for. I build it from a narrative perspective, so your brand is a story every message, hire, and product decision can follow, not just a look and a tagline. When you’re breaking new ground, that includes defining the category you lead.

  • Positioning & Core NarrativeDeep-dive sessions where we unpack your technology, business model, market, and vision, and distill them into a sharp position and a story about who you are and why your work matters.
  • Brand Strategy & ArchitectureYour brand platform (purpose, values, personality, and promise), and how products, programs, and sub-brands fit together under it.
  • Category DesignNaming and framing the category you lead, and the manifesto that explains why the status quo no longer works and why your approach is what comes next.
  • Messaging & VoiceA messaging hierarchy for every audience (investors, customers, talent, press), and a brand book that keeps your team consistent and credible from first contact to signed contract.
  • Competitive PositioningShowing clearly how your approach outperforms the incumbents, so buyers understand it faster and adopt it sooner.
02

Fundraising & Investor Pitches

Investors don't fund technical specs. They back founders whose story they believe in. I turn your strategy into an investor narrative and help you tell it.

What's included
  • Investor Narrative & PitchBuilding or refining your pitch and investment thesis, and the materials behind it: deck, one-pager, and website copy.
  • Pitch CoachingPacing, framing, and pressure-testing your delivery before high-stakes partner meetings, sales calls, and key hires.
  • In-Depth MaterialsMemos, white papers, and technical explainers that hold up under close investor scrutiny.
03

Launch & Market Materials

A story only works once people see it. These are the assets that carry it into the world.

What's included
  • Brand & Product VideosScripting and directing videos for launches, conferences, and major announcements.
  • WebsiteSite structure and core copy that turn complex technical advantages into clear commercial value.
  • Thought LeadershipGhostwritten op-eds, long-form essays, and keynote speeches that establish founders and researchers as voices worth listening to.
04

Building Your Content Team

As your team grows, your story needs people and processes to carry it.

What's included
  • Editorial PipelinesRepeatable workflows that turn R&D breakthroughs into content the outside world can understand.
  • Hiring & Training WritersHiring criteria, training, and editorial standards, so your communications can grow without losing quality.
Engagements

Ways to work together

3–4 weeks

The Genesis Sprint

For
Launching, preparing for a priced funding round, or bringing stealth R&D to market.
You get
Your brand and narrative strategy, built from the ground up: positioning, core narrative, category definition, messaging, and brand book, plus your investor thesis and manifesto.
Monthly retainer

Fractional Head of Brand & Narrative

For
Fast-growing teams without a senior brand or marketing strategist in-house.
You get
Ongoing brand strategy and positioning, investor communications, founder thought leadership, and keynote writing.
Fixed scope

High-Stakes Project

For
A launch, a raise, or a keynote where the message has to land.
You get
End-to-end creative direction and scriptwriting for a flagship brand film, a Series A/B launch campaign, or a major keynote.
Programs

Run an accelerator, hub or founder program?

Strategy workshops, pitch clinics and Demo Day prep for your cohort.

See the one-pager →
About

Adam Etzion

I studied narratology, have a background in marine biology, and have been writing for as long as I can remember, from published short stories to an ongoing blog for The Times of Israel. Science and technology are as much a passion as storytelling, which is why I love working with deep-tech teams.

For over a decade, as a senior marketing leader, I've helped companies define who they are and explain complicated things, from climate chemistry to talent marketplaces, in ways that move investors, customers, and the press. What I love most is the moment the people I work with suddenly feel the clarity and strength a well-crafted story can give them.

What I do
  • Brand strategy
  • Narrative strategy
  • Positioning
  • Category design
  • Messaging
  • Pitch decks
  • Brand books
  • Manifestos
  • Brand films
  • White papers
  • Op-eds
  • Keynotes
  • Websites

Based in Israel · Working remotely with clients worldwide

Experience
  • The Narrative Consultancy
    Founder · Brand & narrative strategist · Present

    Brand and narrative strategy for early-stage startups and founders: positioning, brand and voice, investor communications, and go-to-market storytelling.

  • CarbonBlue
    Director of Marketing

    Led brand strategy and global communications from day one at a deep-tech climate company, turning complex chemical engineering into an internationally recognized brand alongside its founders and scientists. Ran top-tier PR campaigns, directed brand films, and served as media spokesperson.

  • Better Impression / Natural Intelligence
    Head of Content

    Grew content from a one-person desk into a multidisciplinary content division working closely with the development team, and built the hiring and writer-training systems from scratch.

  • Gloat
    Content Platform Lead

    Shaped enterprise thought leadership and the narrative for a new category as the talent marketplace took shape.

Selected work

Marketing Assets

Brand film · CarbonBlue

Project Midway

The centerpiece of CarbonBlue's Project Midway announcement. Written, produced, directed, and edited by Adam.

Panel · Host

Lime: CDR's Unsung Hero

Adam hosts a conversation between CarbonBlue founder and CEO Dr. Dan Deviri and Frontier lead scientist Dr. Frauke Kracke on the chemistry of lime and why it matters for carbon removal.

In the press Ticker News ↗ The Times of Israel ↗ Haaretz ↗ Trellis ↗ Chemical Engineering ↗

Writing

One-pagers, guides & reports

One-pager · CarbonBlue Valorizing Steel Slags through Circular Electrochemical Processing White paper · CarbonBlue Science, Technology & MRV Research report · Gloat × Josh Bersin The Talent Marketplace: What Works and Why Now Guide · Gloat Elevating D&I with Tech: a CHRO’s Guide Guide · Gloat Gloat’s Guide to SEC Human Capital Disclosures E-book · Gloat HR Tools That Matter: How to Drive Business Growth with HR Technology
Testimonials

In their words

Avishag Bohbot

I've known Adam for more than a decade, and in my experience he has a rare talent for finding a creative angle and sharpening a startup's story and its direction into the market. He's a kind of “Story Doula”: he knows how to ask the questions that help founders draw out the story that's already inside them, and tell it sharply and clearly.

I've worked with him myself and with my portfolio companies, and I especially valued the creativity and perspective he brings. For founders looking for a thinking partner on their story and positioning, I warmly recommend getting to know him and exploring the fit.

Avishag BohbotFounder, Velocity · Co-founder, Apex
Eylon Ginsburg

Adam has a rare ability to find the story inside a complex, technical company and make it land. He took what we were building and shaped it into a narrative that investors and customers immediately get, and that we as founders finally recognized as our own.

What sets him apart is how he works: he asks the questions that pull the real story out of you, then pushes until it's both true and compelling. He didn't just sharpen our messaging, he gave us a better narrative, and he's become a true partner in how we tell our story. We'll keep working with him as the company grows.

Eylon GinsburgCEO & Co-founder, Stealth
Contact

Let's talk.

Ready to turn your business into a story people believe in? Tell me a little about what you're working on, and I'll get back to you within one working day.

LinkedIn ↗ contact@adametzion.com For accelerators & programs: one-pager →