Enrol in this Business Storytelling Masterclass, an intensive, inspiring and challenging 2 days about making impact, knowing what business you are in, building your message, understanding story elements, and how to successfully apply it in your organisation and your day-to-day business.

  • Are you looking to have a clear, compelling message what you are about?
  • Want to engage audiences with cleverly designed storyline presentations?
  • You want to claim or change your position and perception in the organisation?
  • You’d like to be better at influencing business audiences?

In two days you and the team will go through what makes a story so powerful to use in a business environment. From the evolution of storytelling to how to use it in strategic discussions. You’ll learn about the different languages spoken in businesses, and you’ll be challenged to answer what business you are really in. You’ll explore the different building blocks available to make a powerful story.

And then, you’ll learn how to use it to convince, sway and resonate with the different audiences of your organisation. Who are your stakeholders? Do you know what’s on their minds? Can you proof the value you deliver, show the authority you have, and push the right buttons?

Aiming to build a sustainable movement, you’ll also learn how to keep your message top of mind for everyone, and how to inspire a team culture where everyone works together on one story.

Set against a continuously evolving landscape of trends, developments and  behaviour, the course has a rich variety of surprising twists, challenges and novel insights. In short, you will encounter the full breadth of what it means to be a Business Storyteller.

So, sign up for a course that will take you on a superb ride. From Charlie Chaplin to Scheherazade (1,001 nights), and from Tribal myths to Victorian literature, Fortnite, Star Wars, the benefits of St. Patrick’s Day, the insights of Walt Disney or the wisdom of Ron Swanson…. To name just a few.

As crazy it may sound, all of these wild examples will help you design your business story and strengthen your position in your organisation.

The course is loaded with very concrete, tangible exercises and practical steps. You’ll walk away with an Action Plan and bucket loads of inspiration, tips, insights and new learned skills.


With the IN-COMPANY Masterclass edition you can design your own Business Storytelling Masterclass and put the focus on your business challenges.

It is an ideal way to learn, discuss and grow as a team. You will be inspired and challenged to design your story, explore the different building blocks of what makes a good story, and to design your impact in the organisation.

With plenty of examples from real-world programmes on about any topic, you will be sure to have a tangible Roadmap that fits your ideas, industry, aspirations and challenges.


Benefits for COMPANIES

  • Provides a common framework and language for employees
  • Creates an actionable team roadmap to take on company challenges
  • Increases internal marketability, profile and visibility
  • Stimulates an entrepreneurial, positive team vibe
  • Designs a clear spotlight on successes and performance of the team
  • Demonstrates company commitment to good employership

Benefits for INDIVIDUALS

  • Challenges, inspires and stimulates you to take on a new skill
  • Improves how you can engage and resonate with an audience
  • Creates a personal Action Plan for you yourself as well
  • Increases internal marketability, profile and career path options
  • Stimulates discussions with peers and new areas of interest
  • Demonstrates personal commitment to improvement internally


This Masterclass is available LIVE and ONLINE.

With online classes the platform is Zoom or Teams. With live classes the location can be anywhere in the world. The In-house Masterclasses have been given from Manchester to Moscow and Delft to Dubai.

Inspiring location

But if you’re not sure where you want to hold it… You are always invited to have the Masterclass in Delft, The Netherlands. Easily reachable by train and with two airports nearby, Delft is an absolute gem. Renowned for its painters like Vermeer, world famous blue porcelain and it’s medieval centre and canals it is a great place to be and a welcome break away.



  • With a live 2 Day version, included is an overnight stay in a luxury hotel on Day 1 (location t.b.d.), lunches both days and dinner on Day 1 and of course the hardcopy of the high-end Masterclass syllabus.
  • With online sessions, every participant gets a hardcopy of the high-end Masterclass Syllabus and other material sent to his/her work address or private address to make all the notes, keep background information and build the Personal Action Plan.
  • Successful participants receive a Masterclass Certificate, LinkedIn Educational Accreditation and promotion on social media.


  • Both live and online Masterclasses start Day 1 and Day 2 at 9 AM (optional pre-class access 8.45 AM), and end on Day 2 at 6 PM.
  • The online editions have an extra ‘Follow-up session’ one week later for an extended Q&A and to share experiences in applying the learnings to the real unruly business life.
  • In-Company editions’ timing can be adjusted to optimally fit business schedules.


  • Please reach out for details.

More information



Jaap Wilms


Jaap is one of the few very experienced CX and NPS practioners around. He consults businesses all over the world and also leads various global CX and NPS roll-outs for international renowned companies.

Accredited by the CXPA Jaap hosts the popular CX Masterclasses that prepare you for the coveted CCXP Exam. As one of the only a handful of globally Recognized Training Providers he travels from Moscow to Manchester, Dubai to Delft, and Seattle to Singapore for it. Or perhaps you’d like to immerse yourself in the world of NPS and the Loyalty Strategy. Or what about upskilling yourself in Business Storytelling to design your impact in the organisation…

With 23 years of experience in CX and NPS, working and living in several countries, Jaap brings actual real-life experiences to the table. Having been a Customer Experience Leader himself in a large corporate for years – designing, running and modernising a complex NPS programme for multiple countries in Europe and Asia – he knows the unruly business world and the political games played very, very well. Combine that with a broad and in-depth expertise, and an array of surprising, original off-beat knowledge he’s sure to surprise, inspire and support you.


20 & 21 June 2024

A 2 day inspiring LIVE experience that will stay with you for a lifetime CX career and officially prepares you for the CCXP Exam


An inspiring 1 or 2 day LIVE experience to re-imagine your narrative, gain influence and strengthen your position in the company.

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