Established in 2016 by seasoned business journalist Tom Idle, Narrative Matters was set up to help you tell better stories, better.
Underpinned by age-old journalistic principles, we create quality editorial, copywriting and digital content that will help you truly engage with your audience – whether you’re a company, tech start-up, entrepreneur, NGO, charity, publisher or media agency.
Maybe you know what you want. Maybe you don’t. Allow us to better understand your storytelling needs, develop new and existing ideas, and create a plan that brings your mission to life in a way that gets your audience really excited.
After all, narrative matters.
Meet Tom Idle
Tom is a seasoned journalist and has spent the last 20 years working in business journalism and corporate communications.
Today, he is the founder of Narrative Matters.
Previously, he was an in-house editor, first at Local Government News, then at Sustainable Business. Latterly, he was editor-in-chief at 2degrees, the online community for sustainability professionals.
He set up Narrative Matters so that he could spend more time doing what he does best – developing and creating great content.
He is proud to be working for some of the world’s biggest organisations, as well as the smartest start-ups that are set to change the world.
As happy clients will attest, Tom takes time to understand your needs, is always professional, and delivers on time and within budget.
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The rules we live by
Storytelling is an ancient artform. But it’s very easy to get it wrong. Here’s the six rules we use to guide all of our work.
Focus on why
It’s very easy to get bogged down in the ‘what’ and ’how’ of your story, particularly when it is about something complex. It is only when you explain why you did what you did that your audience will sit up and take notice.
Be honest
Be brave and be truthful. Of course, your stories should be used to present your organisation in a positive light. But admitting you’re falling short in some areas, perhaps, will make what you say more authentic and interesting.
It’s all about audience
We all like to read different stories, with different tones, styles or formats. Your stories should be crafted with this in mind, finding that sweet spot between what you want to say and what your audience wants to hear.
Be personal
Consider your favourite story of all time. Now, think about it without the lead characters. Doesn’t really work does it? Every story should feature real human beings. That’s what makes us care about a story and find it interesting.
No jargon allowed. Ever
Science, politics, philosophy, circularity, anaerobic digestion – some things are complicated to get your head around. Whatever you want to talk about, make it understandable, clear and real. That means cutting out the jargon. Always.
Get to the point. Quick
Keep it short and sharp. And keep it simple.
Sustainable business is our business
The world has changed.
Your customers will no longer accept it if you are responsible for damaging our planet or disrepecting its people. Social inequality, human rights and environmental protection are now core business issues.
We know this better than anybody.
We have spent the last 20 years immersed in the world of sustainable business – editing, writing and commentating on developments across clean energy, waste and resources, water stewardship and corporate social responsibility.
Using journalistic principles and the power of great stories, we continue to help our customers find their voice and realise the value of their sustainability performance in what remains a challenging and complex landscape
What our customers say about us
“Tom digs into the issues around sustainability challenges facing all kinds of businesses.
I've enjoyed being part of a number events and panel discussions he has organised where he has ensured explorations venture into new territory and challenge conventional thinking.
— Dax Lovegrove, Global Vice President Corporate Sustainability & Social Responsibility
Swarovski
“I have worked with agencies all over the world over the past three decades. My experience with Tom and Narrative Matters ranks in my best experiences with an agency.
“Besides Tom’s technical expertise as a writer, I found him to be responsive, flexible and professional at all times.
“He didn’t shy away from the usual curveballs that come with such a complex project; rather he jumped to catch them and dealt with them without any further issues.”
— Karen van der Westhuizen, Communications Director, FSC International
“Tom is an excellent journalist and a genuine expert in sustainability. He has the ability to tackle complicated issues and write about them in such a way that is both understandable to the layman and insightful to the expert.”