The Narrative ConsultancyAdam Etzion
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The Narrative Consultancy

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

Narrative strategy for founders, companies, NGOs, and executives.

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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 work with teams building complex technologies, intricate business models, and ambitious visions, and help them find the story at their core. Whether you're raising a round, defining a new category, or trying to win over top talent, press, and partners, that story is what everything else is built on. Together, we'll find yours and put it to work.

Services

How narrative drives value

01

Fundraising & Investor Pitches

Investors don't fund technical specs or isolated opportunities. They back companies and leaders whose story they believe in. In the early stages, your story is your most important asset. Together, we'll find the right language, and the right way to use it, to turn your idea into a company.

What's included
  • Core NarrativeIntensive deep-dive sessions where we unpack your technology, business model, and vision, and distill them into a tight story about who you are and why your work matters. That story then anchors your marketing, branding, internal communications, and fundraising.
  • Investor PitchBuilding or refining your pitch and positioning, and creating the materials to back it up, from a short pitch deck to one-pagers and website copy. Your pitch and your follow-ups, covered.
  • 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.
02

Category Creation & Positioning

When you're breaking new ground, the usual marketing playbook doesn't work. Whoever defines the category sets its terms.

What's included
  • ManifestoThe public text that explains why the status quo no longer works, and why your approach is what comes next.
  • Brand Book & VoiceThe vocabulary, messaging, and tone your team uses everywhere, so you sound 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.
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

The Genesis Sprint

3–4 weeks
For
Launching, preparing for a priced funding round, or bringing stealth R&D to market.
You get
Your complete narrative foundation: investor thesis, category definition, manifesto, and brand book.

Embedded Narrative Lead

Monthly retainer
For
Fast-growing teams without a senior communications lead in-house.
You get
Ongoing, senior-level support: investor communications, founder thought leadership, keynote writing, and product positioning.

High-Stakes Project

Fixed scope
For
Moments where getting the message right shapes the outcome.
You get
End-to-end creative direction and scriptwriting for a flagship brand film, a Series A/B launch campaign, or a major keynote.
About

Adam Etzion

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

For over a decade, I've helped companies 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 make
  • Pitch decks
  • Brand books
  • Manifestos
  • Brand films
  • White papers
  • Op-eds
  • Keynotes
  • Websites

Based in Israel · Working remotely with clients worldwide

  • CarbonBlue
    Director of Marketing

    Built the global brand and communications from day one at a deep-tech climate company. Worked alongside founders and scientists to turn complex chemical engineering into an internationally recognized brand. Led top-tier PR campaigns, directed brand videos, and gave high-profile media interviews.

  • 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

    Led enterprise thought leadership and wrote key pieces as the talent-marketplace category took shape.

  • Independent consultant
    Present

    Advising early-stage startups and founders on positioning, brand and voice, investor communications, and go-to-market storytelling.

Selected work

Marketing Assets

Brand film · CarbonBlue

Project Midway

The centerpiece of CarbonBlue's Project Midway milestone announcement, alongside the press release and media coverage. 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
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