
Business storytelling has become a coveted persuasive skill for every leader. Being able to teach these skills makes you indispensable in your workplace. Become a certified story facilitator by learning from Leadership Story Lab, a firm that has been at the forefront of business storytelling since 2010.
Once you are certified, you will be able to facilitate storytelling on your own and help your clients and teams tell better stories! You will become the trusted person your network turns to when they want an expert in authentic communication.
Apply today to:
- Access tools and frameworks for mining, refining and telling stories.
- Equip yourself with leadership storytelling facilitation best practices you can immediately apply in your context.
- Receive customized individual coaching from Chief Story Facilitator Esther Choy, who founded Leadership Story Lab in 2010.
- Hone your facilitation skills in comfortable, inspiring small group settings.
Learn more about the program:
Become a certified story facilitator today!
To learn more or apply for the program, please share your information with us. Thank you!

“Mastering a predictable process that unlocks creativity and passion was so transformational. As a content creator and writer, this process has given me what is necessary to communicate with impact and raise my influence. Working with Esther and the coursemates in a small, safe setting made the learning experience transformative as I pushed the boundaries. I received many insights and as a result, I am now a more confident and effective leadership story facilitator. This is opening up a strong pathway in my business.”
-YEO Chuen Chuen, Managing Director, ACESENCE Agile Leadership and Author of Leaders People Love
Leadership Story Lab’s story facilitator certification training gives you the tools and processes to mine ideas, refine stories, and tell them with purpose. Learn how to support others who are using these tools for the first time.
You will not only master the storytelling process for yourself, but also experience the way Leadership Story Lab’s experts facilitate storytelling. You’ll have the chance to craft and share stories during the training, thus understanding the process first-hand before you teach it.
Once you hone these skills, you’ll earn a Story Facilitator Certification and be ready to facilitate on your own!
Each certification level includes:
- Four 2-hour virtual small group coaching sessions that meet once a week over the course of a month.
- Two 45-minute virtual individual coaching sessions with Esther Choy, Chief Story Facilitator.
- Prep work before and in between each session and a final facilitation project.
- Upon successful completion, training includes a content licensing fee as well as title of Leadership Story Lab Certified Story Facilitator.
Annual Membership includes:
- Monthly sessions to continue learning, structured content, and many other perks.
- Access to the supportive Leadership Story Lab Story Facilitator Community.
Start your Story Facilitator Certification today!

“Regardless of whether it’s my story or my client’s story, the IRS model of intriguing beginning, riveting middle, and surprise ending has become a mantra for me. I just got a call from a large contractor who needed help to win a very critical vote. They needed to tell a story that voters could identify with. I’m living all of these things that I’ve learned through the story facilitators’ certification process, and I believe that together we can change the world, one story at a time.”
-Luawanna Hallstrom, Principal, Collaborative Communications,
Level 3 Story Facilitator
Meet Our Story Facilitators

Our supportive community of story facilitators has seen the power of story and are now inspired to help others tell theirs. Congratulations to the recent graduates of Leadership Story Lab's Level 1: Master of Story Construction Certification, Level 2: Master of Story Discovery, and Level 3: Master of Story Synthesis.

Karma Auden
and Chief Financial Officer
University of Canberra
Level 3 Story Facilitator

Donna Bauman
Stratus Admissions Counseling
Level 3 Story Facilitator

Yeo Chuen Chuen
ACESENCE Agile Leadership Coaching and Training
Level 2 Story Facilitator

Michelle Dahlenburg
Texas State University and
Independent Audio Producer
Level 1 Story Facilitator

Anthony Do
Level 1 Story Facilitator

Monica Dominguez
USAA Property & Casualty Insurance
Level 1 Story Facilitator

Kelsey Eichhorn-Allen
Collaborate & Eight
Level 1 Story Facilitator

Eileen Elledge
Speaking Excellence
Level 1 Story Facilitator

Rose Fealy
and CFO,
The Society of Actuaries
Level 1 Story Facilitator

Carol Foley
Level 1 Story Facilitator

Gina Fong
Fong Insight
Level 2 Story Facilitator

Elaine Gast Fawcett
Strategy and Communications for Foundations and Giving Families
Level 1 Story Facilitator

Vadivu Govind
Inner Wealth
Level 1 Story Facilitator

Luawanna Hallstrom
Collaborative Communications
Level 3 Story Facilitator

Leigh Janis
Sales and Customer Experience,
Production Solutions
Level 2 Story Facilitator

Reena Kansal
and Story Facilitator,
Leadership Story Lab
Level 3 Story Facilitator

Tricia Kim
Level 1 Story Facilitator

Bernhard Krieg
Level 1 Story Facilitator

Michelle Lopez
Next Gen Latinos, LLC
Level 3 Story Facilitator

Samara Makinsi
P&C Chief of Staff,
USAA,
Level 1 Story Facilitator

Chris McAuley
MCAVOY Inc.,
Level 2 Story Facilitator

Bryce McNabb
Apex Systems
Level 1 Story Facilitator

Arlene Milon
Renew the 'I do’ Foundation
Level 2 Story Facilitator

Kristi Mork
UKG
Level 1 Story Facilitator

Loretta Nyhan
Lake Union and
HarperCollins Publishing
Level 1 Story Facilitator

Reggie Polk
ServiceNow
Level 1 Story Facilitator

Erin Porteous
Boys & Girls Clubs of Metro Denver
Level 1 Story Facilitator

Rissa Reddan
West Monroe
Level 1 Story Facilitator

Chuck Rohrig
USAA
Level 1 Story Facilitator

Alessandra Rolffs
Leadership Story Lab
Level 1 Story Facilitator

Matthew Rowley
USAA
Level 1 Story Facilitator

Eugene Toh
Chief Commercial Officer, Energy Market Authority (Singapore)
Level 2 Story Facilitator

Jackie Wei Green
Arup
Level 1 Story Facilitator

"Being a certified story facilitator has brought meaning to my professional relationships, allowing me to support others in their personal journey and find new perspectives in life."
-Eugene Toh, Director, Enterprise Singapore, Chief Commercial Officer
Better Every Story
"This is an amazing and insightful post! I hadn’t thought of that so you broadened my perspective. I always appreciate your insight!" - Dan B.
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