26 Trade Secrets

Training for Writers

Writing courses
Inspiring workshops to sharpen your skills, get your creative juices flowing and help you work smarter. Just for 26 members, we have a rotating sushi bar of brain food to tempt you throughout the year. Not a member yet? Stump up £26 pounds and grab a seat at the bar.

Our latest Trade Secrets training session was:


Stories at Work  

Learn how to use stories to do better work

Stories are how we make sense of the world, so of course they can help us make sense of our working lives. They feed directly into the craft of writing, and they also offer some very useful tools to bring our client relationships, project planning, and strategic and creative thinking into focus.

SF author and corporate writer Al Robertson divides his life between writing about where we’re all going tomorrow and helping his clients talk about who they are today. He’ll bring his favourite storytelling models to life for you, showing you how he’s used them to help create briefs, plan workshops, understand brands and write everything from pack copy to corporate strategies.

What?                 Stories at Work
When?                 6.30pm – 8.30pm on 4 May
Where?                The Free Word Centre, 60 Farringdon Road, London, EC1R 3GA
How much?        £100 for members (£126 for non-members, including one year’s membership)
Interested?        Email Rachel Marshall to book your place

After this session, you’ll have a better understanding of how to:

  • use storytelling tools to solve creative and strategic problems
  • structure and tell compelling stories
  • find narratives throughout your working life (and beyond)


About Al Robertson

Al’s been a corporate writer for over 15 years and a storyteller for as long as he can remember. As well as publishing two novels, Crashing Heaven and Waking Hell, with Gollancz, he’s worked in movie script development, performed poetry all over the place and even briefly written for and fronted a metal band. Corporate projects have included naming cars for Ford, tone of voice training for a few hundred Vodafone people, helping Ronseal rethink what it says on the tin, and bringing gothic visionary Sir Horace Walpole back to life at Strawberry Hill House.


About the team

Elise is creative director of communications consultancy word-design, with clients such as the BFI, LEGO, Carluccio’s, Dishoom, Arvon and GIANT. She’s a D&AD Writing for Design judge and External Examiner for Falmouth University’s MA in Professional Writing.

Fiona started as a journalist, writing features for national newspapers and magazines. As a copywriter for Wordspring, her clients include Nokia, the National Trust, the Paris Opera House, Save the Children, Help Musicians UK and Battersea Dogs and Cats Home.

Heather heads up Enough Said, a tone of voice consultancy that’s on a mission to free us all from the tyranny of corporate language. Over the years she’s helped the likes of Virgin Atlantic, eBay, Vodafone, Aviva and London Underground to bring their brand to life.


Take a look at our previous sessions.

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