From Our Hands to Yours

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AS A SPEECHWRITER FOR A U.S. SENATOR, I learned the art and science of crafting stories.

The process of strategic storytelling is aided by tools and methods -- to link  the historical nature  and references of storytelling to the challenges of the real world.

My passion for storytelling involves the creation of new ways and tools to shape, stitch and share; these Field Tools are the result of my findings.

- David All, Founder and CEO

You are free to use Field Tools but be cool about attribution. 

Email us with comments, suggestions or high-fives.


"Stitch Your Own Damn Story Together!" --Uncle Harry

StoryOutline (+ StoryShape)

A strategic storyteller is goals-based which  requires planning, a fluid process and an ability to manipulate narrative with emotional vignettes and visual infographics.

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Why I created StoryOutline

When I first started OneNineNinety, I created  long-form storytelling  projects like Annual Reports, presentations and white papers. As a visualizer, I could see the end products for these projects and they included far more than linear text. Rather than a Google Doc, I started outlining in a Google Spreadsheet and continue to iterate on the Field Tool.  Click here to add a   generic version to your Drive.

Modern Storytelling Requires Layers

As a visualizer, it's helpful for me toput all of the elements of a long-form strategic story, like an Annual Report, into a spreadsheet. This helps me emotionally balance out 'difficult' content like tough times with signs of success that may not warrant inclusion in a primary narrative.

A StoryShape is Table Stakes

The best stories in the world follow similar narrative patterns and stories. By thinking about the emotions of the reader, you're able to better organize the content for success.

"Go ask your mother what she thinks of your haircut." --Pops


Unless you're writing a myth, a true story requires accuracy in themes, language and spirit.

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Why I created StoryCloud

We worked with a client with a very meaningful, yet abstract story known throughout the world. We created the StoryCloud method to help them visualize the core themes and found it to be quite simple and effective. Enjoy. Click here to download a PDF of a demo StoryCloud I did with my community.


Capture Data in a Net

I use a  Google Form  because it easily captures data in a  Spreadsheet. Once you create your form, make sure you check your permissions to allow 'anyone with the link' to participate. Post on Facebook and you're off to the races.

Create a StoryCloud

Production:  I made this final StoryCloud using, a freemium design product that makes designing any graphic accessible.

Style (photo):  Choose a photo which tells your story and gives you enough space to place words telling your story.

Style (type):  Use one type throughout the entire piece -- consistency aids with storytelling by providing less distracting visuals and subtle style changes (like 'Love' in red and close to my heart) will make a larger impact. 

Pitch Deck Checklist 

As a former speechwriter for a U.S. Senator, I learned the repeatable process of writing a speech: To ensure the objective is met, every detail known and accounted for, etc. It is this process that has led to the creation of our Pitch Deck Checklist that you can download for free.

Use a 'Storyshape' to visual your narrative, revealing the emotions and natural arcs  in your story


As part of the planning process to  write  large documents (white papers or presentations), create a Storyshape from your outline to understand the story you're telling, and find ways to tell it better. It's simple, just rate each section of a score of 1-10 on how the reader might feel emotionally based on the content. Then plot.