Welcome, CIRE folks!

Below is the 6-part brand storytelling course we built you, based on this past summer’s live workshop.

These short videos are designed to fit nicely into a lunch or coffee break, and there are a few interactive exercises along the way where you can pause the video and try some writing or brainstorming.

Module 1: Your Voice (& CIRE’s) in Context

Core Idea: Your voice = who you are plus the context you’re in.

  • Communication habits are personal and learned—but also shaped by your environment.

  • Friction often comes from mismatched styles (e.g., “high engagement” vs. “high consideration”).

  • Organizations (like CIRE) have a brand voice, too:
    Empowering, Transparent, Human, Expert, Energized

  • We’re not aiming for sameness—we’re creating a shared vocabulary that allows for personal style and brand alignment.

Reflection prompt:
What do these five CIRE voice words mean to you? What does “empowering” actually sound like?

Module 2: Your Given Circumstances

Core Idea: Your context shapes how you communicate.

  • Think like an actor: ask the five big questions → Who, What, Where, When, Why?

  • Consider things like time constraints, audience familiarity, emotional temperature, power dynamics.

  • You already know how to flex your tone—your brain does it automatically when the context is clear. (See: Inigo Montoya exercise!)

Reflection prompt:
Pick a communication scenario that felt “off.” What about the context made it hard? What could you shift next time?

Module 3: Nervous System & Primal Objectives

Core Idea: Nerves are biological, not a personal failing.

  • Fight, flight, freeze, or fawn = the body’s built-in threat responses.

  • When your nervous system is activated, your brain interprets neutral cues as danger.

  • The fix isn’t “be more confident”—it’s:

    1. Breathe (exhale first)

    2. Reframe (drop the threat goggles)

    3. Redirect (focus on your goal)

Reflection prompt:
Discomfort is data . . . what helps you come back online when your system goes haywire? What further practices could you build?

Module 4: Your CIRE Story Ingredients

Core Idea: There’s no one “right” story—just curation via your context.

  • Use the “What / How / Why” formula to build your story:

    • What: What do you (or CIRE) do?

    • How: What’s unique about how you do it?

    • Why: Why does it matter (to you or your audience)?

  • Your story should flex depending on your audience and context (investor vs. third grader = different story).

Reflection prompt:
Write 3 versions of your CIRE story for different contexts. What changes? What stays the same?

Module 5: Your Style Toggles

Core Idea: You can shift your style without losing yourself.

  • Two key toggles:

    • Formality → external signals (clothes, language)

    • Energy → your vibe, tone, and emotional presence

  • CIRE’s vibe: warm, direct, dynamic—but still professional and agile.

  • For team presenters: You don’t have to match your teammate’s energy. Just be in the same play.

Reflection prompt:
What communication strengths do you usually bring to work? What strengths are you leaving at home?

Module 6: Your Delivery — Tactics & Verbs

Core Idea: Great communication is strategic and creative.

  • Know your role (host, detective, tour guide?)

  • Know your goal (what are you trying to do to/with/for your audience?)

  • Use tactics and verbs to experiment with delivery:

    • Binaries: Ask vs. Tell | Push vs. Pull | Make them feel good vs. bad

    • Verbs: Convince, ignite, encourage, persuade, awaken, organize, etc.

Reflection prompt:
Try swapping your go-to delivery style. What happens when you use a new tactic—or a surprising verb?