Storytelling

CRAFTS

Storytelling

Great brands aren’t just built on exceptional products — they’re driven by powerful stories. Learn the art & science of crafting stories that create emotional connections and drive lasting business impact.

TAUGHT BY

Apoorv Sharma

Marketing leader | Apple, Amazon, Flipkart

Whether you're building a brand, launching a campaign, or bringing new products and features to the market, your ability to craft the right narrative determines how well your message lands. Today, your audience is bombarded with content from all directions—ads, social media, blogs, emails. And with so much noise, your story needs to stand out. This CRAFT will teach you just that. You’ll dive deep into understanding your user’s needs, uncovering insights, and building narratives that grab attention & drive real business impact.

This is built for

MARKETING & BRAND LEADERS

Whether you're leading a marketing team or setting brand strategy, you'll gain actionable insights into crafting compelling stories that build trust, land with your users & drive business growth.

FOUNDERS

Craft a brand story that communicates your vision and aligns with your growth strategy. This CRAFT will help you understand users, gather insights & craft a narrative that aligns with your business goals.

CURIOUS FOLKS

If you're just who's starting to tinker with marketing, or if storytelling excites you, this CRAFT is for you. It dives deep into understanding your users and crafting stories with a solid narrative.

Storytelling

Cinematic learning experience
Access 100+ member projects
Learn at your own pace
7 day refund policy

Price

₹~~9,990~~ 4,990Including GST

Early bird pricing, valid till 4th May

Outcomes you'll get

Ask the right questions

Learn to conduct user research and probe your users for deeper insights. Choose between a long term vs short term research strategy. This is the most crucial step and will lay the foundation for your story's narrative.

Outcomes you'll get

Turn research into insights.

Distill raw research data into clear, actionable insights. Learn how to identify patterns, pain points, and desires to fuel your narrative and make it more relatable to your audience.

Outcomes you'll get

Build a compelling core theme.

Take the insights insights you've gathered and mold them into a core theme that drives your story. This is where your brand’s heart and message come together.

Outcomes you'll get

Adapt your story across formats and channels.

Tailor your narrative across formats and channels to tell your story to the world.

Detailed curriculum

Introduction to Storytelling

The framework to Storytelling

The Whole Truth: Whey protein

Flipkart: Bringing Indian sellers online

Apple: Shot on iPhone

Module 1

Introduction to Storytelling

Core outcomes from the CRAFT

Introduction to Storytelling

Storytelling gone wrong

Module 2

The framework to Storytelling

Step 1: Defining the goal

Step 2: User & market research

Step 3: Translating research into insights

Step 4: Crafting your brand narrative

Module 3

The Whole Truth: Whey protein

Understanding users and market

Generating insights from research

Building the brand narrative

Module 4

Flipkart: Bringing Indian sellers online

Conducting user, market & product research

Generating insights from the research

Building the brand narrative

Module 5

Apple: Shot on iPhone

Conducting user & market research

Generating insights from the research

Building the brand narrative

About your Program Director

Apoorv Sharma

Marketing leader | Apple, Amazon, Flipkart

Over the past 2 decades, I have led marketing efforts in leadership roles across some of the most loved brands like Apple, Amazon, and Flipkart. My journey began at Vodafone. I then joined Amazon, where I grew the publisher base for Native Shopping Ads by 10x in just 18 months. Leading me to Apple, where I scaled their market share in India from 1% to 12%, redefining their digital-first strategy in the country. Storytelling has been at the core of my career — it's what shapes us as humans and is essential for brand building. Iconic brands are built on the foundation of great stories, and in this CRAFT, we'll focus on storytelling from the lens of a product launch. I’ve distilled my experiences into one actionable storytelling framework, where we’ll dive deep into understanding your users— something most people overlook. We’ll then turn your research into insights and craft a compelling narrative to tell your story.

Frequently Asked Questions

What will I learn in this course?

In this CRAFT, you will learn how to craft compelling stories that connect with your audience and drive real business outcomes. You’ll leave with 4 core learning outcomes: - Conduct short-term & long-term research to gather insights. - Turn your research into clear and actionable user insights. - Build a strong core theme for your story. - Adapt the story across different formats and channels.

Who is this CRAFT for?

This CRAFT is tailored for marketers, brand leaders, and founders gearing up for a product, feature or campaign launch. If you're looking to tell the right story for your brand, this will help you connect with your audience. That said, even if you're not working on a launch but are curious about storytelling, you'll still walk away with actionable insights.

Who is this CRAFT not for?

This CRAFT is not meant for those who are not yet ready to apply storytelling to real-world scenarios like that of a product/feature/campaign launch. If you're still in the very early stages of your brand or product development and don't yet have customer insights or data, this may not be the right course for you.

Who will I learn from?

The program director for the CRAFT of Storytelling is Apoorv Sharma, former marketing leader at Apple India, with over 20 years of experience across brands like Apple, Amazon, Flipkart, and Vodafone. Storytelling has been at the core of Apoorv's - it's what shapes each of us and forms the backbone of iconic brands. He has distilled his years of experience and expertise leading marketing for these brands into this CRAFT where he'll teach you how to really understand your users, turn research into insights, build a strong narrative and adapt it across channels.

What is the project?

CRAFTs are not meant to be consumed like a Netflix film. True learning doesn’t happen till you apply it. The only way CRAFTs work is when you apply what you learn, i.e. build the project. The project has 4 core sections: 1. Picking a problem statement and conducting short-term research to understand your users. 2. Turn your research into actionable insights that drive your story. 3. Build a strong core theme and narrative for your story. 4. Develop a distribution plan for your launch.

What our members are saying about CRAFTs

Member Since 2023

I've always had structure to onboarding talent, but it was insightful to see this framework. There are no founders'' manuals but this CRAFT ties it all for me.

Rahul Mathur

Pre-seed VC